Denmark Imposes Strict Advertising Rules for Live Sports Betting

Denmark is preparing new restrictions on gambling advertising around live sport. The clear objective is to significantly reduce the visibility of betting marketing. The current draft proposes a "whistle-to-whistle" ban, which in practice covers the period 10 minutes before and 10 minutes after a live broadcast.

This measure is part of a broader initiative aimed at better protecting the Danish population, especially children and young people, from the effects of gambling. If the draft is passed in its proposed form, it could have far-reaching consequences for the gambling industry in the Scandinavian country.

Numbers and facts

The planned ban aims to prohibit the broadcasting of gambling advertisements during the 10-minute period before and 10 minutes after live sports broadcasts. This regulation is expected to come into force by January 2027 at the latest. Last year, the Danish Gambling Authority, Spillemyndigheden, blocked 334 illegal gambling websites by court order, a 70% increase compared to 2024. A study revealed that in 2021, nearly 500,000 Danish adults experienced some degree of gambling problems, a doubling since 2016, with almost 30,000 suffering from serious problems. Additionally, 25,000 Danish children and young people experienced some degree of gambling harm, with 2,600 having a serious gambling problem. In August, Denmark achieved a Gross Gaming Revenue (GGR) of DKK 714 million, representing an increase both year-on-year and month-on-month.

Regulators are paying increased attention to social media, influencers, and popular streamers, as these channels are often used for illegal marketing, according to Spillemyndigheden. Anders Dorph, Director of the Danish Gambling Authority Spillemyndigheden, emphasized cooperation with major tech companies:

"It is clear to us that illegal operators are using channels with many users to attract customers, and channels that are trending. We see illegal operators being present on social media and using popular streamers and celebrities to promote them and to attract a very broad audience. To combat illegal gambling and the advertising of illegal gambling on social media, Spillemyndigheden is cooperating with Meta, Google, Apple and Twitch to remove illegal content and advertising targeting the Danish audience." - Anders Dorph, Director of the Danish Gambling Authority Spillemyndigheden

He also pointed out that streaming offerings from betting providers, previously considered a "minor supplement," could be subject to the same rules as traditional broadcasters if their rights expand. Morten Rønde, director of the Danish trade body Spillebranchen, expressed shock at the new regulations and fears an increase in the black market.

Background

The Danish parliament has passed "Spilpakke 1," which aims to prevent gambling addiction and strengthen the protection of children and young people. In addition to the advertising ban in live sports, the package includes further restrictions. These include the prohibition of displaying live odds in stadiums, restrictions on the use of celebrities and influencers in gambling ads, and the prohibition of "free money games" as welcome bonuses. Gambling advertising on public transport and within 200 meters of schools or educational institutions will also be prohibited. Individuals under 25 years of age are not allowed to appear in gambling advertisements.

The Danish Gambling Act will be amended to mandate age filters for social media ads, ensuring content is not targeted at individuals under 18. Additionally, addiction treatment centers will receive additional funding: DKK 8 million next year, followed by an additional DKK 3 million in 2027, DKK 5 million in 2028, DKK 2 million in 2029, and DKK 3 million in 2030. Tax Minister Ane Halsboe-Jørgensen stated that this marks the beginning of a confrontation with a gambling industry that has for too long taken up too much space. The government justifies the measures by citing the increasing number of gambling problems in Denmark.

Why it matters for German players

The developments in Denmark reflect a Europe-wide trend where governments are trying to regulate gambling advertising more strictly and improve player protection. For German players, this means that the focus on licensed providers continues to increase. The German State Treaty on Gambling 2021 (GlüStV 2021) has already established strict rules in Germany, which in some respects are similar to or even stricter than those in Denmark. German players should exclusively use online casinos listed on the official whitelist of the Joint Gambling Authority of the Federal States (GGL). These providers adhere to strict requirements such as the 1-euro stake limit per spin on slot machines and a monthly deposit limit of 1,000 euros, which is monitored via the central LUGAS system. Advertising is also severely restricted, especially concerning minors and problematic gambling behavior. While the Danish ban specifically targets sports betting advertising, the overall development is a clear signal for more player protection and responsible gambling across Europe. Players in Germany benefit from these developments as the market becomes increasingly safer and more regulated.

What it means for GGL-licensed casinos

For online casinos with a German GGL license, the development in Denmark reinforces the need to consistently comply with the already strict rules of the GlüStV 2021 and to develop responsible marketing strategies beyond mere compliance. The GGL closely monitors advertising and can impose severe penalties for violations. While a "whistle-to-whistle" ban, as introduced in Denmark, does not explicitly exist in this form for online casinos in Germany, advertising restrictions on television and radio at certain broadcast times are already in place. Furthermore, GGL casinos are not allowed to engage in aggressive or misleading advertising and must always ensure the protection of minors and vulnerable players. The Danish measures could serve as a precedent and potentially lead to further tightening of advertising regulations in other EU countries, including Germany, in the future. Casinos that are already proactively committed to transparency and strict adherence to all regulations are better prepared for such potential developments. They must also continue to cooperate closely with the GGL and meet its requirements to secure their position in the German market.