Denmark has taken a decisive step toward reshaping its betting landscape, as the Folketinget (Danish Parliament) officially approved the Gaming Package 1: A More Responsible Gaming Market, introducing the country’s strictest advertising restrictions to date.
The new legislation, backed by the Danish Gambling Authority (Spillemyndigheden) and state operator Danske Spil, will ban all gambling commercials from 10 minutes before the start of a sports event until 10 minutes after its conclusion—a “whistle-to-whistle” blackout that aims to reduce the exposure of gambling content to minors and casual viewers.
The rules also prohibit the use of celebrities, influencers, or public figures in betting promotions, reflecting growing political pressure to disconnect gambling from sports stardom and online personalities. Outdoor and digital restrictions will follow, including a ban on advertising within 200 meters of schools and mandatory age-filtering tools for online campaigns.
Operators have until January 1, 2027 to fully comply, but regulators have urged early implementation. “These measures are designed to safeguard players and reinforce a responsible gaming culture,” stated a spokesperson for Spillemyndigheden, adding that enhanced transparency and fairness will now be non-negotiable elements of any marketing campaign. Danske Spil, Denmark’s state-owned lottery and betting company, publicly supported the reforms, calling them “a natural evolution toward accountability and player protection.” Industry observers note that while sponsorships and brand exposure will be affected, the long-term goal is to restore trust and integrity in a market valued for its regulation and transparency.
As the countdown to 2027 begins, Denmark positions itself once again as a global benchmark for responsible gambling, challenging operators to innovate within ethical boundaries and proving that profitability and social responsibility can indeed coexist.
