Denmark has pressed ahead with proposals to tighten gambling advertising restrictions, expected to come into force between this July and January 2027.

Sponsored by Ane Halsboe-Jørgensen, Danish Minister of Taxation, the reform package aims to limit gambling ads with measures similar to other EU markets like the Netherlands and Bulgaria, including a whistle-to-whistle ban and public placement.

The most prominent change will introduce a time window within which gambling ads will be prohibited from airing on TV and streaming platforms during live sporting events, as well as ten minutes before and after the event.

“The reason why the ban will only apply to live transmissions is that it is only in that context that it is relevant to advertise gambling,” the proposal reads. “For example, it would not be relevant to place a bet during a sports match on, for example, the next yellow card if the match is transmitted late or after the match has ended.”

In-stadium promotions and sports sponsorships will still be allowed under the revised framework, however live odds will not be tolerated.

Cutting back the extent of betting and gambling advertising has been on the Danish government’s agenda since H1 2025, with Halsboe-Jørgensen’s Tax Ministry tasked with designing and implementing a framework.

Halsboe-Jørgensen added: “One of the clear boundaries is that people are not bombarded with betting advertisements before, during and after sports matches – and that is exactly what the whistle-to-whistle ban is about. With this bill, we are clearly saying that the consideration for people outweighs the consideration for gambling.”

The messages that gambling ads convey will also be subjected to strict moderation under the new rules. Gambling firms will not be able to use brand ambassadors under the age of 25, will have to ensure ads do not appeal to children, and they will need to market in a way that doesn’t glamorise gambling as a social event, a trendy activity, or a way to make money.

Another significant change will see designated public areas where gambling adverts will be prohibited from being displayed. These will include placement on public transport, in shopping malls, on public roads, streets, squares, and areas with significant foot traffic, as well as a radius of 200 metres from educational institutions where the majority of students are under the age of 18.

The only exception when it comes to the latter will be stadiums, sports arenas, and sports halls that are in close proximity to schools. The display of adverts will be allowed in this instance.

Gov’t has eye on emerging spaces

One interesting detail is that the Ministry of Taxation also alludes to closely monitoring crypto casinos and prediction markets, specifically naming Stake and Polymarket. 

Online crypto gambling is widely unregulated in the EU with a few exceptions, while prediction markets are facing a wave of criticism, especially Polymarket which has been outright banned by several governments.

Halsboe-Jørgensen added that Denmark is keeping a close eye on these verticals, remaining on standby to act accordingly if such offers do become more prominent domestically.

“The gaming market is developing rapidly, and game providers are creative when it comes to new ways of marketing themselves. I am concerned that we are not overtaken by this creativity. 

“Therefore, together with the Danish Gambling Authority, I am following the development closely, and if we see that there are new business models and forms of marketing that challenge the rules we have now made, then we must act politically on it.”

As a final point, Denmark’s government is also seeking to expand the regulatory powers of the gambling authority, Spillemyndigheden, increasing the size of applicable sanctions and allowing agents to inspect on-site premises without a court order under specific conditions.