Denmark Takes Bold Steps to Curb Gambling Advertisements
In a landmark decision, the Danish government has moved to ban gambling advertisements during live sports broadcasts, marking a significant shift in the nation’s approach to gambling-related marketing. The restrictions, which are set to come into effect no later than January 1, 2027, will encompass a variety of measures aimed at safeguarding vulnerable populations from the harms of gambling.
On Friday, the Danish parliament endorsed its ‘Gaming Package 1’, a comprehensive initiative designed to combat gambling addiction while enhancing protections for children. Central to this package is a whistle-to-whistle ban on gambling ads during live sports events, extending from 10 minutes before kickoff until 10 minutes after the final whistle.
The legislation also prohibits the display of live odds on stadium banners and restricts the involvement of celebrities and influencers in gambling promotions.
A Focus on Youth
Additionally, the package introduces stringent measures to prevent gambling ads from encroaching on school zones. It bans such ads on public transportation and within 200 meters of schools and educational institutions. Notably, individuals under 25 will be barred from participating in any gambling marketing efforts.
To further strengthen safeguards, Denmark’s Gambling Act will be revised to enforce age filters on social media advertisements, ensuring that content does not target individuals under 18. In a significant investment in public health, gambling addiction treatment centers will receive an additional DKK 8 million ($1.2 million) in funding next year, with subsequent allocations planned through 2030.
Tax Minister Ane Halsboe-Jørgensen emphasized the expected efficacy of these measures. “With Gaming Package 1: A More Responsible Gaming Market, the government, along with a broad majority in the Danish parliament, is taking a crucial step towards fostering a more responsible gaming environment,” she stated. “Our efforts do not end here.”
A Showdown with the Gambling Sector
In unveiling this package, the government highlighted a troubling rise in gambling addiction across Denmark. Nearly 500,000 Danish adults reported experiencing gambling-related problems in 2021—an alarming increase from 2016 figures—while close to 30,000 suffered from severe gambling issues. The situation is equally concerning among youth, with approximately 25,000 Danish children and young people reporting some gambling harm, including 2,600 facing serious problems.
Halsboe-Jørgensen noted that this initiative reflects a significant shift in societal attitudes towards gambling, emphasizing the need to mitigate the industry’s influence. “This is just the beginning of a confrontation with an industry that has long dominated the space, turning entertainment into potential addiction,” she asserted. “This requires responsible providers, robust regulations, and a sustained political commitment.”
Empowering Regulatory Oversight
The agreement also paves the way for a strengthened Gambling Authority, which will gain enhanced powers to block illegal gambling websites and establish clearer guidelines for imposing fines and sanctions. Administrative processes will be streamlined, alleviating the burden on gaming providers regarding the reporting of account closures to the Norwegian Gambling Authority.
Rising Revenue Amidst Regulations
Interestingly, despite these restrictive measures, Denmark’s gambling revenue has seen an uptick, with August figures reaching DKK 714 million—marking both year-on-year and month-on-month growth. The sports betting and iGaming sectors have experienced double-digit increases compared to the same month last year. As of the end of August, the nation’s self-exclusion program, ROFUS, had attracted 63,488 users, with 41,362 opting for permanent exclusion from gambling.
As Denmark takes these significant strides toward more responsible gambling practices, the balance between industry growth and public protection remains an ongoing challenge.
