Denmark's parliament has passed a comprehensive gambling restriction plan, prohibiting gambling advertisements during live sports events from 10 minutes before the event starts until 10 minutes after it ends. The new regulations also include a ban on advertising within 200 meters of schools, prohibiting "free money games" as welcome bonuses, and banning individuals under 25 from appearing in gambling marketing. The plan is expected to be implemented by January 1, 2027, aimed at preventing gambling addiction and enhancing protection for children. The Danish government states that this move is an important measure taken in response to the increasingly severe gambling issues in the country, and it will also strengthen the powers of regulatory bodies and provide additional funding for addiction treatment.
Main Restriction Measures
The "Gambling Package" passed by the Danish parliament comprehensively bans gambling advertisements during live sports broadcasts, covering from 10 minutes before to 10 minutes after the event. It also prohibits the display of live odds on sports stadium banners and restricts the use of celebrities and influential figures in advertisements.
These measures aim to reduce the exposure of gambling advertisements, especially to the younger population.
Advertising Placement and Audience Restrictions
The new rules prohibit gambling advertisements within 200 meters of schools and other educational institutions, as well as on public transportation. No individuals under the age of 25 may appear in any gambling marketing, to prevent inducing effects on adolescents.
Additionally, social media gambling advertisements must set age filters to ensure the content does not target those under 18.
Marketing Methods and Bonus Restrictions
The plan prohibits the use of "free money games" as welcome bonuses or other promotional methods, to reduce the impulse participation of consumers, especially new users. Such marketing strategies are considered to induce impulsive gambling behavior.
The new regulations impose stricter compliance requirements on gambling companies' marketing strategies.
Implementation Timeline and Financial Support
The restriction measures are expected to be implemented no later than January 1, 2027. The Danish government also commits to providing financial support for gambling addiction treatment centers, with an additional 8 million Danish kroner (about 1.2 million USD) in 2025, and continued funding from 2027 to 2030.
These funds will be used to strengthen addiction prevention, treatment, and rehabilitation services.
Enhanced Powers for Regulatory Bodies
The Danish gambling regulatory authority, Spillemyndigheden, will be granted greater powers, including the ability to block illegal gambling websites. The agency will also develop clearer principles and standards for fines and sanctions, improving enforcement efficiency.
At the same time, some administrative burdens will be reduced, such as gambling providers no longer needing to send copies of decisions to close gambling accounts to the regulatory authority.
Background Issues and Statistical Data
The Danish government states that the country faces increasingly severe challenges with gambling addiction. Data from 2021 shows that nearly 500,000 Danish adults encounter gambling problems, doubling since 2016, with nearly 30,000 facing severe issues. Additionally, 25,000 children and young people suffer from gambling harm, with 2,600 facing severe problems.
This data has prompted the government to adopt stricter regulatory measures.
Government Stance and Legislative Purpose
Tax Minister Ane Halsboe-Jørgensen states that the plan marks "an important step towards a more responsible gambling market," reflecting the Danish society's growing concern about limiting the harms of the gambling industry. The government considers this a "showdown" with the gambling industry, aimed at preventing entertainment from turning into addiction.
The purpose of the plan is to protect the public, especially young people, from the harms of gambling.
Industry Impact and Compliance Requirements
The new regulations will have a significant impact on the marketing strategies of the gambling industry, requiring operators to adjust their advertising and promotional methods. Compliance costs may increase, but this is beneficial for the long-term health of the industry.
Operators need to reassess their target audiences and marketing channels to ensure compliance with the new regulations.
International Background and Trends
The Danish restriction measures align with the trend of several European countries strengthening the regulation of gambling advertisements. In recent years, multiple European countries have introduced similar restrictions to reduce the impact of gambling advertisements on the public, especially on young people.
This indicates that the global focus on responsible gambling is increasing.
Future Outlook and Continued Efforts
The government states that efforts will not stop here, and more measures may be introduced in the future to strengthen the regulation of the gambling market. Halsboe-Jørgensen emphasizes the need for "responsible suppliers, stronger rules, and continued political efforts" to address gambling addiction issues.
This indicates that the Danish government will continue to focus on the healthy development of the gambling market.
