Denmark Tables Gambling Reform: Ad Curbs and Tougher Enforcement from 2027
Denmark’s Minister for Taxation and Growth, Jakob Engel-Schmidt, presented a re-tabled gambling reform to parliament on 7 October 2026. The package, now bill L37, replaces a version that lapsed at the election. If passed, it phases in from January to October 2027, with the marketing rules arriving in July 2027.
Advertising Gets Much Tighter
The headline change is a whistle-to-whistle ban: no gambling advertising from ten minutes before a live sports broadcast to ten minutes after it ends, including live odds on screen and on streaming platforms. Ads may not target under-18s or feature anyone under 25, and gambling marketing is barred on public transport and within 200 metres of most schools and youth education institutions.
The live-sport ad ban alone is projected to cost the state DKK 15 million in 2027 and DKK 25 million a year after that.
Operators Get a Duty of Care
Licence holders would have to monitor player behaviour continuously and intervene promptly when signs of gambling problems appear, document their procedures and train staff. Fines for online operators would scale with gross gaming revenue rather than sit at fixed amounts.
Unlicensed Gambling and Its Marketing
The bill gives Spillemyndigheden, the Danish Gambling Authority, explicit inspection powers without prior court approval when it suspects illegal gambling. Providing unlicensed gambling could carry fines or up to one year in prison in aggravated cases, and marketing unlicensed gambling would become a criminal offence. Trade press also reports that the regulator would gain wider powers to block unlicensed intermediary websites aimed at Danish consumers.
📌 What this means for players: nothing changes today. The bill still has to pass parliament, and the first debate is scheduled for 22 October 2026. We will update our Denmark guide as soon as the vote is in.
Land-Based Changes
Arcades and gambling shops would have to be physically separated, staffed during opening hours and closed to minors. Certain fast-paced games would be limited to 7am–midnight, and new or combined game variants would need explicit regulator approval.
Not Everyone Is Convinced
Morten Rønde of Nordic Legal, who was “shell shocked” by the original package, argues there is “no link to any evidence” that the measures will reduce gambling addiction, and notes that several Danish parties favour a full advertising ban. The direction of travel is clear either way: Denmark joins the Nordic markets tightening marketing and enforcement, alongside the trend covered in our Norway and Sweden guides.
FAQ
When will Denmark's new gambling rules apply?
If bill L37 passes, the reforms phase in between January and October 2027. The marketing restrictions, including the whistle-to-whistle ban, take effect in July 2027.
What is the whistle-to-whistle ban in Denmark?
No gambling advertising from ten minutes before a live sports broadcast to ten minutes after it ends, including live odds on screens and streaming platforms.
Will marketing unlicensed gambling be illegal in Denmark?
Under the bill, marketing unlicensed gambling becomes a criminal offence and Spillemyndigheden gains wider inspection and enforcement powers.
Has the Danish gambling reform passed?
Not yet. The bill was presented on 7 October 2026 and its first parliamentary debate is scheduled for 22 October 2026.
Sources
↗ iGB — Denmark gambling reforms to be implemented between January and October 2027 ↗ Focus Gaming News — Denmark eyes phased implementation of new gambling reforms18+ only. Gambling laws differ by country and change quickly — check the rules where you live. If gambling stops being fun, BeGambleAware and GamCare offer free, confidential support.