Denmark has reintroduced a bill that would tighten gambling advertising rules, restrict how affiliates are paid and expand the Danish Gambling Authority’s powers against illegal gambling. The proposal includes a ban on gambling advertising around live sports and is scheduled to take effect in stages during 2027 if adopted.
The Danish Gambling Act L37 was submitted on 7 October by Minister of Tax and Growth Jakob Engel-Schmidt. An earlier version was tabled this year but lapsed after the general election in March.
Marketing limits and affiliate payments
The bill would require gambling to be presented only as entertainment. Advertising could not portray it as a route to success or as a way to address financial problems.
Operators would be barred from using influencers or celebrities in marketing, as well as anyone under 25 who appeals to people under 18. A whistle-to-whistle restriction would prohibit gambling advertising from ten minutes before a live sporting event until ten minutes after it ends. The proposal also covers the display of live odds at the event venue.
For affiliates, the bill would prevent revenue agreements with operators from being based on players’ turnover, winnings or losses.
The proposal would also broaden the definition of online casino games to include dice games and wheel of fortunes. The government expects the change to attract players to the regulated market and generate an additional DKK10m in tax revenue.
If implemented, the measures would be introduced between 1 January and 1 October 2027. Marketing restrictions would begin on 1 July.
New powers to target illegal gambling
The bill would give the Danish Gambling Authority additional powers to investigate suspected pyramid schemes and illegal gambling networks. The regulator would be able to enter premises without a court order and examine records, electronic documents and correspondence.
Advertising unlicensed gambling would become an offence punishable by a fine. Providing, arranging, supplying or selling gambling without a licence could also result in fines, with imprisonment possible for more serious offences.
The Danish Gambling Authority’s latest Illegal Gambling Report says it investigated 695 websites in 2025. Courts ordered 334 of them blocked, a 70% increase on the 197 websites blocked in 2024.
