Denmark has passed Gaming Package 1, a comprehensive set of restrictions aimed at curbing gambling harm and protecting minors. Among the most notable measures is a whistle-to-whistle ban on gambling advertisements during live sports broadcasts, which will take effect 10 minutes before a game starts and end 10 minutes after it finishes.
The package also bans live odds displays in stadiums, limits the involvement of celebrities and influencers in gambling ads, and prohibits “free money games” as part of welcome bonuses.
Restrictions Around Schools and Public Spaces
The new rules will further prevent gambling marketing within 200 meters of schools or other educational institutions and on public transport, while anyone under 25 years old cannot appear in gambling advertisements.
Additionally, the Gambling Act will require age filters on social media ads to ensure that content is not targeted at individuals under 18. These measures aim to reduce exposure to gambling among minors and young adults.
Funding for gambling addiction treatment centers will also increase, with DKK8 million ($1.2 million) allocated in 2026 and further incremental funding through 2030.
Denmark’s Tax Minister, Ane Halsboe-Jørgensen, emphasized the significance of these measures: “With Gaming Package 1: A More Responsible Gaming Market, the government, together with a broad majority in the Danish parliament, is taking an important step towards a more responsible gaming market. The work does not stop here.”
Addressing Rising Gambling Harm
The Danish government cited concerning trends in gambling addiction as a major driver for the new legislation. In 2021, nearly 500,000 adults experienced some level of gambling-related issues, doubling since 2016, with around 30,000 facing serious problems. Children and young people have also been affected, with 25,000 experiencing harm and 2,600 having serious issues.
Halsboe-Jørgensen framed the package as a broader effort to reclaim space from the gambling industry and prevent entertainment from becoming addiction: “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. This requires both responsible providers, stronger rules and a sustained political effort.”
Strengthening the Regulator
Spillemyndigheden, Denmark’s gambling authority, will receive enhanced powers under the new legislation. The regulator will be able to block illegal gambling sites, with updated principles for fines and sanctions. Administrative burdens will also be reduced, including eliminating the requirement for providers to submit copies of account closure decisions.
Gambling Revenue Trends
Despite tighter restrictions, Denmark’s gambling sector continues to grow. In August 2025, revenue reached DKK714 million, showing both year-on-year and month-on-month increases. Sports betting and iGaming saw double-digit growth, while the self-exclusion program ROFUS recorded 63,488 users, including 41,362 who permanently excluded themselves.
These measures, expected to be implemented no later than January 1, 2027, signal a major shift in Denmark’s approach, combining revenue growth with stricter consumer protections and regulatory oversight.
Source:
“Denmark passes extensive restrictions package including on live sports ads and FTP bonuses”, igamingbusiness.com. October 24, 2025
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