Denmark Submits Stricter Gambling Advertising Rules for EU Review
Denmark has formally submitted new gambling advertising controls to the European Commission for review, signalling a major tightening of the country’s regulatory approach to gambling promotion.
Why this matters: Denmark is positioning itself among the most restrictive gambling advertising regimes in Europe, while deliberately anchoring the reform within EU-level review procedures to minimise legal friction at Union level.
On 13 January, Denmark’s gambling regulator, Spillemyndigheden, notified the European Commission via the EU’s Technical Regulation Information System (TRIS). This triggered the mandatory standstill period, during which the Commission and other Member States assess whether the proposed measures comply with EU internal market rules, competition law, and proportionality standards.
Scope of the Proposed Reform
The notification relates to draft provisions under Denmark’s proposed Marketing and Advertising Law. While the legislation has not yet received final approval from the Folketinget (the Danish Parliament), it is widely regarded as enjoying broad political backing, particularly around the goal of reducing gambling exposure for younger audiences.
If adopted, the new framework is scheduled to take effect from 2027 and would significantly reduce the overall volume of gambling advertising across Danish media.
Key measures: The proposal combines strict advertising bans with expanded enforcement powers, targeting both the visibility of gambling marketing and the regulator’s ability to act against non-compliant operators.
Advertising Restrictions
The draft rules introduce a series of far-reaching restrictions, including:
- A “whistle-to-whistle” ban on gambling advertising during live sports events, from 10 minutes before kick-off until 10 minutes after full-time
- Audience targeting rules limiting gambling advertising to adults aged 25 and over
- A prohibition on portraying gambling as a lifestyle choice
- A ban on endorsements by celebrities, athletes, and influencers across all media channels
- Location-based bans, including gambling advertising within 200 metres of schools and youth education institutions, as well as across public transport networks and associated areas
Rules governing social media promotion and affiliate marketing remain under development, with further regulatory guidance expected as the legislative process continues.
Expanded Supervisory and Enforcement Powers
Alongside advertising restrictions, Spillemyndigheden has asked the European Commission to assess proposed expansions to its supervisory and sanctioning powers.
These include the ability to block illegal gambling advertising linked to operators not authorised under Denmark’s Gambling Act, a clarified framework for calculating administrative fines, and the power to issue injunctions in cases of non-compliance.
For land-based gambling, the proposal also seeks flexibility to revise interpretations under the Gambling Act of 2012, including the potential merger of existing categories for gaming shops and gaming halls into a simplified regulatory structure.
Political Context and EU Timeline
Responsibility for guiding the legislation through its final stages lies with Denmark’s newly appointed Tax Minister, Ane Halsboe-Jørgensen, who has publicly supported stronger protections for young audiences and consumers.
Notably, earlier proposals for a blanket ban on gambling advertising and sports sponsorship have already been rejected by the Folketinget and are no longer under consideration.
The European Commission has set a standstill deadline of 14 April to issue its response to Denmark’s TRIS notification. The outcome of this review will determine whether the proposal can proceed as drafted or must be amended to align with EU law.
