Inside Denmark: A New Chapter for Gambling Advertising
In this week’s edition of Inside Denmark, we delve into a pivotal development concerning gambling advertisements, a topic that has sparked intense debate among policymakers and the public alike. A recent political agreement aims to curtail the overwhelming presence of betting ads during live sports broadcasts—an effort that has elicited a diverse range of responses.
For anyone who has tuned into a football match on Danish television, the relentless stream of betting advertisements is an unmistakable reality, saturating not only the pauses in play but often intruding upon the action itself. However, this incessant barrage is set to diminish significantly, following a long-anticipated deal forged in parliament, aimed at addressing the challenges of gambling addiction and shielding younger audiences from the lure of betting.
Announced on Friday, the agreement reveals a concerted effort by lawmakers to transform the landscape of gambling advertising on television. The measures target the so-called “whistle-to-whistle” advertising ban, a proposal originally introduced by former taxation minister Rasmus Stoklund, which prohibits betting advertisements from ten minutes prior to a sporting event until ten minutes after it concludes.
Moreover, this agreement tackles other facets of gambling promotion, such as the prohibition of “live odds” displays within stadiums, and forbids individuals under the age of 25, as well as professional and former athletes, from appearing in gambling advertisements. There are also stringent restrictions on advertising in public transport settings and within proximity to schools and colleges. Notably, funding will be allocated for those struggling with gambling addictions, marking a significant step toward mitigating the pressures faced by young individuals to engage in betting.
“We need to be able to watch a football match without being bombarded with adverts,” remarked Tax Minister Ane Halsboe-Jørgensen at a recent briefing, emphasising the necessity of such reforms.
The political support for this initiative is substantial, with only one party—the libertarian Liberal Alliance—opting out of the agreement’s parliamentary vote. Scheduled to take effect in 2027, these restrictions come at a time when alarming trends are emerging: data from Danske Bank reveals that men aged 18 to 24 doubled their average monthly gambling expenditures from DKK 396 in 2020 to DKK 881 by 2025.
Nonetheless, while this agreement represents progress, some experts argue it may not go far enough. Jakob Linnet, head of the gambling addiction clinic at Odense University Hospital, expressed his preference for a complete ban on gambling advertisements, akin to the strict regulations surrounding alcohol and tobacco. “It’s difficult to establish a causal link between advertising and addiction,” Linnet explained, “but it can certainly propagate or exacerbate existing issues.”
Meanwhile, the broadcasting network TV2 has voiced concerns over potential revenue losses due to the new advertising constraints. Stig Møller Christensen, the network’s commercial director, acknowledged the financial implications, noting that the channel had previously adopted its own limits on gambling ads.
The matter has raised questions for clubs like Brøndby IF and FC Copenhagen, who are heavily reliant on sponsorship agreements with gambling firms. When approached for comment, neither club offered immediate insights, and Claus Thomsen, director of the Divisionsforeningen—a governing body for Denmark’s professional leagues—remained cautiously noncommittal about the broader implications of the government’s announcement.
As Denmark embarks on this new regulatory journey, the road ahead is undoubtedly complex, marking a crucial juncture in the ongoing dialogue about gambling, advertising, and public health in the country.
