Denmark’s government has officially approved a landmark set of gambling reforms, including a whistle-to-whistle advertising ban, aimed at reducing gambling-related harm and protecting young audiences.
Under the new legislation, known as “Gaming Package 1: A More Responsible Gaming Market,” gambling advertisements will be prohibited during sporting events, starting 10 minutes before kickoff and ending 10 minutes after. The law, set to take effect on January 1, 2027, also bans the use of celebrities and influencers in gambling promotions and restricts any marketing that could appeal to minors.
Taxation Minister Ane Halsboe-Jørgensen emphasized the urgency of these measures, citing the rapid growth of gambling addiction in Denmark. “Gambling addiction destroys lives and relationships. With this package, we are taking a significant first step to protect children and young people from an overly aggressive gambling market,” she stated.
The reforms are part of a broader initiative to foster a safer gaming environment, with additional funding allocated to prevention programs, youth-focused education, and new research into gambling-related issues. The Danish gambling regulator will also receive expanded authority to tackle unlicensed operators and streamline enforcement measures.
With widespread political support, the bill marks a defining moment in Denmark’s gambling regulation history. It not only enhances player protection but also positions Denmark as a leading example in responsible gaming reform across Europe.
