Denmark, October 12, 2026. The Danish government submitted a reform to Parliament that would impose stricter gambling advertising rules, expand sanctions, and strengthen enforcement against illegal gambling, while the regulated market recorded DKK 678.4 million (€90.8 million) in August, a nominal decline of approximately 5% year-on-year.
Bill L 37, introduced on October 7 by Minister for Taxation and Growth Jakob Engel-Schmidt, amends the Gambling Act and tax provisions. Its first parliamentary reading is scheduled for October 22, with a phased implementation timetable throughout 2027.
Anders Dorph
The proposal would prohibit gambling advertisements from 10 minutes before until 10 minutes after live sports broadcasts, restrict advertising within 200 meters of educational institutions, and ban advertisements on public transportation. It would also restrict the use of celebrities and individuals under 25 in advertising campaigns, prohibit affiliate commissions linked to turnover, and allow influencers who violate the rules to be sanctioned directly.
The Danish Gambling Authority (Spillemyndigheden), headed by Anders Dorph, would receive broader powers to tackle advertising by illegal operators. The reform would also allow certain dice and wheel-of-fortune games to enter the competitive online gambling market. The estimated annual impact of the sports advertising restrictions amounts to DKK 25 million (€3.3 million) in revenue for licensed operators.
Meanwhile, Spillemyndigheden reported that August GGR declined 7.1% year-on-year after GDP adjustment, a different methodology from the reported nominal decrease. Sports betting revenue fell 42.7%, while online casino revenue increased 12.5%, making it the largest segment of the liberalized market. Land-based slot machine revenue declined 2.6%, compared with increases of 8.7% for land-based casinos and 6.4% for land-based bingo. The market had generated DKK 723.3 million in June and approximately DKK 760 million in July.
The authority also recorded 74,714 people registered with ROFUS, Denmark's national self-exclusion register, as of September 1. The provisions of Bill L 37, stemming from the political agreement reached in October 2025, are scheduled for implementation in January, July, and October 2027, subject to parliamentary approval.
