In a decisive move, the Denmark government has agreed to enforce a ban on gambling advertisements during live sports broadcasts, alongside a suite of other marketing restrictions targeting the gambling sector. These measures are slated for implementation by January 1, 2027.
The Danish parliament approved what’s called ‘Gaming Package 1’ on Friday. The package aims to address gambling addiction and safeguard children from gambling-related harms. A notable feature of this package is the whistle-to-whistle ban on gambling ads during live sports events. The ban covers the period starting 10 minutes before the event and continuing until 10 minutes after the games conclude.
In addition to the restrictions on timing, the package bans the display of live odds on stadium banners and restricts the involvement of celebrities and influencers in gambling promotions. This comprehensive ban reflects Denmark’s increasingly cautious stance towards gambling advertisements.
The regulations extend further to prohibit the use of so-called “free money games” as part of welcome bonuses, which are often seen as enticing yet potentially harmful incentives for new gamblers. Advertising bans will also apply to public transport and within a 200-meter radius of educational institutions, ensuring a reduced exposure to gambling ads for minors. Moreover, individuals under 25 will no longer be allowed to feature in any gambling marketing campaigns.
Amendments to Denmark’s Gambling Act will enforce age filters on social media, ensuring gambling-related content isn’t accessible to those under 18. The government is also allocating an additional DKK8 million ($1.2 million) to gambling addiction treatment centers next year, with a planned increase in funding each subsequent year through 2030.
Ane Halsboe-Jørgensen, Denmark’s Tax Minister, expressed confidence that these measures will effectively curb gambling addiction. She described the initiative as a crucial step towards cultivating a more responsible gaming market, emphasizing that the effort to regulate the industry is just beginning.
The government highlighted the urgency of these measures by pointing to a worrying trend: nearly 500,000 Danish adults reportedly faced gambling-related problems in 2021, doubling since 2016. Approximately 30,000 of these individuals were identified as having severe gambling problems. The issue extends to the younger population, with 25,000 children and young people experiencing gambling harm, and 2,600 suffering from serious issues.
Halsboe-Jørgensen remarked on the need for a significant shift in Denmark’s approach, suggesting that the gambling industry had overstepped its boundaries. “This is the beginning of a showdown with a gaming industry that has been allowed to take up too much space for far too long, so that entertainment does not turn into addiction,” she noted. The minister underscored the importance of having both responsible providers and a rigorous regulatory framework in place.
The package also aims to fortify Spillemyndigheden, Denmark’s gambling regulator. The regulator will be empowered to block illegal gambling sites and will have clearer guidelines for imposing fines and sanctions. Moreover, administrative processes will be streamlined to reduce the burden on gaming providers, such as removing the requirement to send account closure decisions to the regulator.
Despite these regulatory efforts, Denmark’s gambling revenue has been on the rise. In August, the country recorded a gambling revenue of DKK714 million, marking both an annual and monthly increase. The sports betting and iGaming sectors have shown robust double-digit growth compared to the previous year. Additionally, Denmark’s self-exclusion scheme, ROFUS, had 63,488 users by the end of August, with 41,362 of them permanently excluding themselves from gambling.
Critics of the new measures might argue that the rising revenue reflects a healthy market rather than a problematic one, suggesting that the industry supports economic growth and entertainment. However, the government maintains that the long-term health of its citizens is paramount and that unchecked gambling can lead to severe social issues that outweigh short-term economic benefits.
As Denmark moves forward with these stricter regulations, the emphasis remains on balancing industry growth with social responsibility, ensuring that the entertainment value of gambling does not give way to addiction and harm.
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