Denmark Takes a Stand Against Gambling Advertisements in Sports
In a significant move aimed at curbing gambling excess, Denmark has announced a ban on betting advertisements immediately before and after sporting events. This decision, reported by the Danish financial newspaper Børsen on Friday morning, marks a turning point in the nation’s approach to gambling marketing.
The new regulations stipulate that no advertisements can be disseminated from ten minutes prior to the start of a match until ten minutes after it concludes. Notably, this prohibition extends to live odds banners that are commonly displayed in stadiums across the country.
Tax Minister Ane Halsboe-Jørgensen (S) is set to unveil the details of this agreement later today. The initiative seeks to protect children and young people from the perils of gambling, reflecting a growing concern over gambling addiction among vulnerable populations.
Learning from Norway’s Stricter Laws
This latest development places Denmark at a crossroads, especially when compared to its neighbor to the north. Norway has long implemented more stringent gambling legislation, operating under a monopoly system through Norsk Tipping and Rikstoto that effectively limits advertising opportunities.
In contrast, Denmark has maintained a more liberal stance, allowing foreign companies considerable freedom to operate and promote their services. Prominent sports clubs, such as FC Copenhagen, have benefited from lucrative partnerships with betting companies like Unibet, highlighting the prevalence of gambling sponsorship in Danish sports.
As Denmark seeks to create a “more responsible gambling market,” this shift in advertising policy may herald a new era for how the nation engages with the gambling industry—one that prioritizes safety and responsibility over the allure of quick profits.
