Denmark is taking a tougher line on gambling. With its new “Gambling Package 1,” the government and a broad majority in Parliament are rolling out the country’s strictest-ever responsible gambling regulation. The goal: to curb aggressive marketing, protect children, and stop gambling from being sold as harmless fun.

  • From now on, gambling ads won’t be allowed anywhere near live sports. The new whistle-to-whistle ban blocks betting promotions from 10 minutes before kick-off until 10 minutes after the final whistle. Lawmakers say the change will finally give fans — especially young ones — a break from the flood of gambling messages during matches.

  • The use of celebrities and influencers in gambling ads is also being outlawed. No more famous faces or streamers promoting betting sites. The government says these figures often hold strong sway over young audiences, blurring the line between entertainment and addiction.

  • Social media promotions are under the microscope, too. Influencers will be banned from targeting under-18s with gambling content, and the Danish Gambling Authority will have the power to issue fines or block offenders.

  • The crackdown extends into public life. Gambling ads will be banned on buses, trains, and at schools, universities, and sports venues. Lawmakers argue that gambling marketing has become impossible to avoid — and that the public space needs to be “cleaned up.”

  • Sponsorships and visibility during live sports will be heavily restricted. Operators won’t be able to advertise through in-stadium banners, broadcasts, or streaming content while games are on. It’s a major shift for sports that have long relied on betting sponsors.

  • The Danish Gambling Authority is getting stronger enforcement powers. It can now monitor online content more closely, block illegal gambling sites, and take tougher action against companies that break the rules.

  • The new plan also funds addiction treatment and prevention efforts. A dedicated research fund will track how gambling advertising affects behavior and help design better protections.

  • Many of these ideas came from the Youth Gambling Panel, whose recommendations were key in shaping the final deal — especially the rules around influencer marketing and online exposure.

  • “We’re setting real boundaries for an industry that’s gone too far,” said tax minister Ane Halsboe-Jørgensen. “This is about making sure entertainment doesn’t turn into addiction — and that children aren’t the ones paying the price.”

Please find more news here.