On 22 October 2026, Denmark will conduct the first reading of its new gambling Bill that provides stricter marketing regulations and wider duty of care obligations.
The Bill was proposed by Minister for Taxation and Growth Jakob Engel-Schmidt and will come into operation on 1 January 2027.
According to the Bill, gambling advertising should not depict gambling as an entertainment activity or imply that it can change people’s lives. Advertising, thus, should not employ anyone under 25 and should not target anyone under the age of 18. Outdoor advertising should be banned on public transport and must be at least 200 meters away from educational establishments such as schools and universities. This will apply to the betting companies and their marketing agents.
It is proposed that gambling marketing will be prohibited when showing live sports broadcasts, within 10 minutes before and 10 minutes after these broadcasts.
The gambling operators will be responsible for monitoring gambling customers’ behavior to prevent gambling problems from developing. According to the proposed legislation, land betting facilities will be fined around 8000 Euros in case of the first violation, 10,700 Euros for the second time and may lose their license after the third violation.
The Bill would also give the Danish Gambling Authority (Spillemyndigheden) expanded powers to block unlicensed intermediary websites targeting the Danish market.