Denmark Submits Strict Gambling Advertising and Affiliate Bans to Parliament

The Danish government is moving forward with significant changes for the gambling industry. After a similar proposal was stalled due to snap elections following a political agreement in October 2025, the bill has now been submitted for parliamentary review. These measures aim to enhance consumer protection and significantly reduce the visibility of gambling in public life, reflecting a growing concern over the impact of gambling marketing on vulnerable groups.

The marketing departments of operators are set to face tough new restrictions. The bill proposes a complete ban on gambling advertisements on television and streaming platforms within a specific time window: from 10 minutes before a sporting event starts until 10 minutes after it ends. Public spaces are also targeted, with a total ban on gambling ads on public transport. Furthermore, a 200-meter buffer zone around schools is planned, where no gambling billboards may be displayed. Only the interiors of stadiums and shops located within this radius are exempt from this particular restriction.

Numbers and facts

A pivotal element of the bill is the overhaul of the affiliate market. Traditional affiliate payments based on player turnover, known as revenue sharing, are to be prohibited. Operators will need to find alternative compensation models that do not incentivize the promotion of high-risk gambling behavior. The law also extends legal liability; in the future, influencers and affiliates themselves can be held accountable for breaches of marketing regulations.

To ensure the licensed market remains competitive, the government plans to expand the list of authorized games. Dice games and wheels of fortune are expected to be added to the catalog of permitted games for the online casino market. However, this expansion does not apply to the national lottery monopoly. Additionally, the Danish Gambling Authority (DGA) will receive strengthened powers to combat illegal gambling operators who offer services without a valid Danish license.

Background

The regulatory framework in Denmark is primarily defined by the Danish Act on Gambling. This is supplemented by various specific executive orders, such as Executive Order no. 1274 for online casinos or Executive Order no. 43, issued on January 17, 2025, which focuses on combating match-fixing. Licensed operators must have their games certified according to the DGA's program, with a new version having entered into force on January 1, 2025. This latest reform continues the trend of fine-tuning the market since its liberalization in 2012.

"The proposed bill picks up on last year’s proposal from the Ministry of Taxation, which was agreed by Denmark’s political parties in October 2025 but then derailed by a snap general election." - Legislative Summary (L37)

Why it matters for German players

Developments in Denmark are highly relevant for German players, as they often foreshadow regulatory trends in the European Union. Germany already operates under the State Treaty on Gambling 2021 (GlüStV 2021), which includes many measures now being discussed in Copenhagen. For example, Germany already has strict limits on TV advertising and a comprehensive player protection system via the LUGAS registry. The Danish move against affiliate revenue-sharing could prompt German regulators to reconsider their own stance on affiliate compensation in future revisions of the law.

German users should always ensure they play at casinos listed on the GGL whitelist. Only these providers adhere to the mandatory 1,000 Euro monthly deposit limit and the 1 Euro per spin cap on virtual slots. Playing at unlicensed offshore sites from jurisdictions like Curacao or Malta offers no legal protection and circumvents the safety nets established by German law. The Danish focus on influencer accountability mirrors the German priority of shielding minors from gambling exposure.

What it means for GGL-licensed casinos

For operators holding a GGL license, the Danish bill signals a continued shift toward stricter marketing accountability across Europe. If the ban on revenue-share models proves successful in Denmark, it might increase political pressure in Germany to implement similar restrictions. On a positive note, Denmark's inclusion of dice games and wheels of fortune could serve as a precedent for expanding the limited game variety currently allowed under the German license, provided such games can be implemented within a safe gambling framework.