In Denmark, Tax Minister Rasmus Stoklund has begun negotiations with parties of the Folketinget (General Assembly) to implement new gambling laws. 

Discussions are set to focus on measures to curb gambling advertising a debate that has long divided Denmark’s political spectrum. This debate has centred on the scale of potential restrictions, with several ministers backing an outright blanket ban.

Ministerial commitment

Ahead of the negotiations, Stoklund issued a public statement affirming the government’s commitment to finding a workable resolution that both protects consumers and balances the interests of the state and licensed operators. His PR stressed that “the marketing culture has become too aggressive” and that reform was now unavoidable.

“We all experience this when we watch a football match on TV. The marketing culture has become too aggressive, and it is of course something I will discuss with the parties in the Danish Parliament,” said Rasmus Stoklund, confirming that a whistle-to-whistle ban on advertising during sports broadcasts would be part of his proposals.

The Tax Minister set out five core objectives in his PR:

• Tone down aggressive marketing – tackle the saturation of gambling adverts, especially around televised sports.

• Introduce whistle-to-whistle ban – prohibit gambling ads during live sports broadcasts.

• Strengthen prevention – reduce the number of Danes developing gambling problems.

• Improve treatment – allocate more funds and resources for facilities supporting people with gambling addiction.

• Protect young people – ensure stronger safeguards for children and adolescents exposed to gambling risks.
  

Consensus:  Gambling Act too broad

Despite political differences, parties across the Folketinget share a view that the current Gambling Act is too broad in its definition of marketing rules. At present, licensed operators are bound by the Danish Act on Gambling and the Danish Marketing Practices Act.

At present, Gambling ads in Denmark must comply with both gambling legislation and the Marketing Act. Rules require a truthful presentation of winning chances, ban targeting under-18s, prohibit misleading celebrity endorsements, and forbid suggesting that gambling solves financial or social problems.

As the Danish Gambling Authority reminds: “Gambling operators, who hold licences to provide gambling in Denmark, must comply with the rules on marketing stipulated in the Danish Act on Gambling. Furthermore, the marketing must also be in accordance with the Danish Marketing Practices Act.”

However, MPs argue that the vague definitions and limited enforcement powers leave gaps that operators have exploited — leading to what critics describe as a near-constant bombardment of gambling messaging across Danish media.

Media has lost control 

Official figures from Danish media networks reveal the scale of coverage and concerns. In 2024, Denmark saw more than 767,000 gambling adverts aired across TV and radio, equating to an average of 2,100 per day — a fivefold increase since the market was liberalised in 2012.

Critics accuse operators of a “carpet bombing” approach, particularly during televised football matches, with opponents warning that such saturation risks normalising gambling for young audiences. 

The issue has become a flashpoint in public debate, with lawmakers warning that existing laws no longer reflect today’s advertising landscape.

Tough negotiations 

Negotiations on final measures will not be easy. Opposition parties, including the Social Liberals (R) and the Socialist People’s Party (SF), are urging faster and tougher action than the government appears ready to deliver.

The urgency is underscored by research showing that around 500,000 Danes experience some degree of gambling-related harm, with an estimated 29,500 classified as problem gamblers — a rate that critics say reflects the long-term impact of Denmark’s liberalised gambling market.

Samira Nawa (R), tax spokesperson for the Danish Social Liberal Party, criticised the current framework: “The liberal gambling market has left us exposed. I would very much like to, once and for all, do away with gambling advertising. This is our opportunity to put an end to it, and I hope the ministry has explored every possibility to tighten the rules.”

SF deputy chairman of the Tax Committee, Sigurd Agersnap, was equally blunt: “It is embarrassing that so much time has passed while the advertising push from the industry has only grown stronger. The liberalised market has normalised gambling in everyday life — and now we are paying the price.”

Other concerns point to the growing popularity of online casino games, highlighted by recent market reports from the Danish Gambling Authority. In 2024 alone, online casinos generated more than DKK 4bn in gross gaming revenue (GGR), overtaking lotteries and betting as the leading source of player spend.

Ministers of Danish Conservatives (DKF) argue the trend demands a regulatory response of the highest-risk gambling category, given its constant accessibility and higher association with problem gambling, and that direct restrictions need to be considered. 

2026 outlook

With negotiations underway, all eyes are on the government’s legislative catalogue, which has promised proposals to limit advertising and enhance player protections by February.

Yet uncertainty remains over whether Stoklund will push for bold measures such as a whistle-to-whistle TV ban, or settle on a political compromise more palatable to Denmark’s liberal coalition partners.

The SVM coalition government has faced mounting criticism over its inaction in dealing with the surge of gambling advertising. Prime Minister Mette Frederiksen’s cabinet has now moved to reassure both parliaments that new restrictions will be applied, with Stoklund tasked to deliver a strengthened framework for gambling advertising in the coming months.

Stoklund is the sixth government minister since 2019 to pledge a review of gambling regulation — yet so far, successive cabinets have failed to deliver concrete resolutions.