Denmark plans tougher gambling advertising rules from 2027

Denmark has taken a concrete step toward reshaping how gambling is promoted nationwide, formally submitting a package of proposed advertising and oversight reforms to the European Commission for review.

The submission was filed on 13 January by Spillemyndigheden, Denmark’s Gambling Authority, through the EU’s Technical Regulation Information System (TRIS). The procedure opens a mandatory assessment period during which the Commission and other Member States can evaluate whether the draft measures align with EU competition law and internal market principles.

The proposal updates Denmark’s marketing rules for gambling and gives the regulator a stronger hand in deciding where and how casino advertising can appear. The bill is still awaiting a parliamentary vote, but resistance looks limited, with most parties already backing tighter advertising rules for the sector.

The restrictions are planned to start in 2027 and would cut back gambling advertising across mainstream media, particularly around high-visibility live content and peak viewing periods.

The draft rules also seek to narrow the permissible audience for gambling advertising to individuals aged 25 and older. Marketing content would no longer be allowed to frame gambling as part of a broader lifestyle, while partnerships with celebrities and online influencers would be removed from the sector entirely.

Physical advertising would face new geographical limits. Under the proposal, gambling promotions would be barred near schools and youth education facilities and excluded from public transport environments. Separate provisions addressing social media advertising and affiliate activity are still being developed and are expected to be clarified later in the legislative process.

Beyond marketing restrictions, Spillemyndigheden is asking Brussels to review proposed extensions to its enforcement mandate. These include new legal tools to disrupt illegal gambling advertising connected to operators that do not hold a Danish licence, as well as clearer guidelines for issuing fines and administrative orders.

Changes may also affect land-based gambling operators. The authority has raised the possibility of simplifying existing regulatory categories by combining gaming shops and gaming halls into a single classification under the Gambling Act, potentially reshaping how retail venues are supervised.

The European Commission has until 14 April to respond to the notification under the TRIS standstill procedure.

Impact on Denmark’s iGaming Market

For Denmark’s licensed iGaming sector, the reforms point to a future in which growth is driven less by aggressive marketing and more by regulatory alignment and product positioning. Operators will need to rethink acquisition strategies, particularly those built around broad media exposure and personality-led promotion. While the restrictions may compress advertising reach, they also reinforce the distinction between licensed platforms and grey-market operators, strengthening long-term market integrity.

What This Means for Danish Players

For players, the proposals would mainly change how often and where gambling advertising appears. Tighter placement rules and stricter age controls would reduce overall exposure, especially in everyday digital and broadcast environments. As a result, players may encounter fewer promotional messages, with less emphasis on constant visibility.

Previously, we reported that Denmark plans to introduce a new licence for walkie-talkie and local radio bingo, outlining what is set to change in 2026.