Sponsorships of clubs & venues stay legal under the draft bill, tabled by Tax & Growth Minister Jakob Engel-Schmidt.
The hit
Denmark has tabled a bill banning all gambling marketing for 10 minutes before & after live sports broadcasts, according to SBC News. Tax & Growth Minister Jakob Engel-Schmidt introduced the legislation, which also bars ads that portray gambling as entertainment or imply it can change someone’s life, plus ads using anyone under 25 or appealing to anyone under 18.
Why it matters
Operators would lose the whistle-to-whistle slot but keep sponsorships of sports clubs & physical venues. Outdoor ads would be banned on public transport & kept 200 metres from schools & universities, & influencers & affiliates would have to meet the same ad compliance rules as operators. The new duty of care would force firms to proactively monitor & intervene on problem gambling. Online operators might face bigger penalties than flat fines, with the penalty tied to a proportion of their GGR. Regulator Spillemyndigheden would also gain powers to block unlicensed intermediary websites targeting the Danish market.
The record
| First reading | 22 October 2026 (Danish parliament) |
|---|---|
| Land-based fines | DKK60,000 first offence, DKK80,000 second, third likely to trigger licence suspension |
| Outdoor ad buffer | 200 metres from schools & universities |
| Target law date | 1 January 2027 |
What happens next
The bill is targeted to enter into force on 1 January 2027 if passed.
Sources: Denmark tables draft to tighten gambling ad restrictions
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