Denmark Tables Gambling Bill with Strict Advertising Limits and Scaled Penalties for Operators
Denmark introduced a gambling bill for first reading on 22 October 2026 that bans ads portraying gambling as entertainment or life-changing, bars use of under-25s in marketing, and imposes a 10-minute pre- and post-live-sports blackout. Operators gain a legal duty of care with record-keeping and training mandates. Penalties scale from DKK 60,000-80,000 for land-based venues to GGR-proportionate fines online, with implementation targeted for 1 January 2027.
SCCG Take — Online operators face heightened exposure through GGR-based penalties and must tighten monitoring systems now to avoid licence-threatening violations once the 2027 rules apply.
Denmark is advancing a new gambling bill that would impose multiple restrictions on marketing practices and establish formal responsible gambling obligations for licensees. Introduced by Tax and Growth Minister Jakob Engel-Schmidt, the draft is slated for first reading on 22 October 2026. It carries a target entry-into-force date of 1 January 2027.
The legislation focuses on shielding younger audiences and curbing promotional tactics that could encourage excessive play. It also formalizes operator duties and sets out a tiered penalty regime that differentiates between land-based and online activity.
Advertising Restrictions and Permitted Activities
The bill prohibits advertisements that portray gambling as entertainment or imply it can change a person’s life. Marketing cannot feature anyone under the age of 25 or target those under 18. All forms of marketing would be barred for 10 minutes before and after live sports broadcasts, implementing a whistle-to-whistle ban during live sporting events.
Outdoor advertising on public transport is banned outright. Ads must also keep a 200-metre distance from schools and universities. Sponsorship of sports clubs and physical venues remains allowed. Affiliates, influencers and other third parties promoting gambling would face the same advertising compliance rules.
Operator Obligations, Penalties and Regulatory Powers
Licensees would carry a legal duty of care to proactively monitor and intervene in cases of problem gambling behaviour. This requires maintaining internal records of responsible gambling procedures, delivering safer gambling education to staff and partners, and periodically assessing the effectiveness of existing infrastructure.
Penalties for land-based venues begin at DKK 60,000 for a first violation and rise to DKK 80,000 for a second, with a third violation likely triggering licence suspension. Online operators face fines calculated as a proportion of their GGR. The gambling regulator Spillemyndigheden would gain expanded authority to block unlicensed intermediary websites targeting the Danish market, according to reporting by SBC News.
Next Steps for Affected Licensees
The bill’s combination of marketing curbs, formalised duty-of-care requirements and revenue-linked penalties creates a clear compliance window between first reading and the January 2027 deadline. Operators holding Danish licences will need to map current campaigns, training programmes and intervention protocols against the new text before it advances further through parliament.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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