Danske Spil, Denmark’s gambling and lottery firm, has pledged its full support for the government’s newly approved package of measures designed to reduce the volume and visibility of gambling advertising across the country.

On Friday, a broad parliamentary majority in the Folketinget approved Package 1 – A More Responsible Gambling Market, marking the first phase of reforms to Denmark’s Marketing and Advertising Law.

The law introduces stricter controls on gambling promotion, aimed particularly at protecting children and young people from exposure to gambling-related content.

Danske Spil CEO Nikolas Lyhne-Knudsen welcomed the decision, describing it as “a necessary and responsible move for the future of Denmark’s gambling market.”

“It is both good and important that this new agreement raises the bar for responsibility,” Lyhne-Knudsen stated.

“The ambition to protect our young people is one we share and have already made a special effort toward. Danske Spil has taken the lead in making the gambling market more responsible, and we already have experience with several of the initiatives now included in the agreement.

“For many years, we have voluntarily implemented a whistle-to-whistle ban and do not advertise live odds on either TV or stadium billboards.”

Package-1 to put brakes on advertising 

Package-1 reforms will  introduce the headline measure of a whistle-to-whistle advertising ban, prohibiting gambling promotion from 10 minutes before to 10 minutes after live sporting events — both on TV and digital platforms. 

Further restrictions include:

• A ban on the use of celebrities or any marketing that could appeal to children and young people.

• A prohibition on under-25s appearing in adverts.

• Limits on outdoor and transport advertising, including a 200-metre buffer around schools and youth institutions.

• The creation of a dedicated committee to regulate social media influencers and “gamefluencers”, closing loopholes that allow gambling content to reach minors via platforms such as Twitch.

• Funding for research into gambling behaviour, addiction, and prevention.

2026 phased rollout

The reforms carry cross-party support, backed by a coalition of the Social Democrats, Venstre, Moderates, and Socialist People’s Party.

From 2026, Denmark’s media networks, advertising agencies, and sports bodies will be given one year to implement the new standards. Full enforcement will begin on 1 January 2027, under the supervision of the Spillemyndigheden (Danish Gambling Authority), which will gain expanded powers to sanction non-compliant operators and advertisers.

The legislative process was initially led by former Tax Minister, Rasmus Stoklund, before being handed to Ane Halsboe-Jørgensen, who described the reforms as a “significant first step” toward rebuilding public trust and protecting young audiences.

“With a broad majority in Parliament, we are now taking a significant first step to protect children and young people from gambling problems and an overly aggressive gambling market,” said Halsboe-Jørgensen.

“We are doing this with an expanded whistle-to-whistle ban, and by addressing the influence of advertising and social media content that has made it too easy to be lured into addiction.”

Consistent scrutiny 

While Denmark’s reforms mark a major shift in approach, lawmakers have deliberately opted for a softer framework than the near-blanket advertising bans introduced in Spain and Italy. 

The government maintains that this measured strategy will balance consumer protection with market sustainability, ensuring that state and licensed operators continue to coexist responsibly.

Officials believe the new framework aligns Denmark more closely with broader European standards, but emphasise that advertising will remain under constant review — with future adjustments likely to depend on evolving market behaviour, operator conduct, and public expectations around gambling responsibility.