Denmark’s Proposed Bill Bans Live Sports Gambling Marketing and Imposes Operator Duty of Care

Denmark has proposed a draft Bill that would ban gambling marketing around live sports broadcasts and introduce stricter rules on advertising content and placement.

Introduced by Tax and Growth Minister Jakob Engel-Schmidt, the legislation is scheduled for its first reading on October 22, 2026. It would prohibit gambling ads from appearing in the 10 minutes before and after live sports events. The Bill further restricts how gambling is presented and where ads can be placed, according to reporting by Yogonet International.

Scope of Proposed Advertising Controls

The measures would prevent advertisements from portraying gambling as entertainment, implying it could change someone’s life, featuring anyone under the age of 25, or appealing to people under 18. Outdoor gambling advertising would be barred on public transport and restricted within 200 metres of educational institutions such as schools and universities. Sponsorships of sports clubs and physical venues would remain allowed.

These advertising compliance rules would apply to third parties including influencers and affiliates.

Operator Obligations, Penalties and Regulatory Outlook

The Bill would establish a legal duty of care requiring operators to proactively monitor and intervene in problem gambling behaviour. Operators must maintain internal records of responsible gambling procedures, deliver safer gambling education to staff and partners, and periodically assess their systems.

Penalties for physical venues start at DKK 60,000 for a first violation and rise to DKK 80,000 for a second, with a third risking licence suspension. Online fines would be calculated as a proportion of gross gaming revenue. The regulator Spillemyndigheden would gain expanded powers to block unlicensed intermediary websites targeting the Danish market. The legislation is set to enter into force on January 1, 2027.

This package of measures will compel operators to revise marketing approaches and compliance frameworks in advance of the deadline. The live sports restriction in particular narrows real-time audience reach, even as sponsorship options persist. Regulators gain sharper tools for enforcement, but the ultimate test will be consistent application of the duty of care and record-keeping standards across both land-based and online segments. Participants should track amendments after the initial reading to gauge final scope and prepare targeted adjustments to advertising channels and internal monitoring processes.

Reporting: Yogonet International

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