Denmark’s Gambling Bill Would End Revenue Share for Affiliates and Make Them Liable for Ads
Denmark’s re-tabled gambling bill, L37, is mostly known for its whistle-to-whistle ad ban. Trade press also reports two provisions that matter to affiliates and influencers: operators could no longer pay partners on player turnover, wins or losses, and anyone, not only licensees, could be held liable for gambling marketing. The first reading is on 22 October.
Quick Take
- Bill L37 was tabled on 7 October 2026 and re-tables a version (L127) that lapsed when the election was called. The first reading is scheduled for 22 October.
- According to iGaming Times and European Gaming, operators would be barred from paying marketing partners based on player turnover, wins or losses.
- Penalty liability under the marketing rules would extend from licence holders to any person or company, so affiliates and influencers could be held responsible for the marketing they produce.
- If passed, the law takes effect on 1 January 2027 and the advertising rules and duty of care on 1 July 2027. SBC News and iGaming Express do not mention the revenue-share ban, and we could not read the bill text itself, so treat that point as reported.
What the Bill Is
Denmark’s Minister for Taxation and Growth, Jakob Engel-Schmidt, tabled bill L37 on 7 October 2026. According to European Gaming and iGaming Times, it re-tables bill L127, which was first presented in February and lapsed when the election was called. SBC News reports that the first reading is scheduled for 22 October. We covered the main package in our earlier article on the Danish reform; this one looks at what it means for affiliates.
The Revenue-Share Provision
European Gaming reports that operators would be barred from paying marketing partners based on player turnover, including wins or losses. iGaming Times reports the same, citing a new section 36(3) of the gambling act, and says it would also cover existing contracts for activity after the effective date. The same outlet says a payment per referred visitor would remain lawful, which we could not confirm elsewhere.
Revenue share, where the partner receives a percentage of the net revenue from the players it refers, is one of the standard affiliate models (see our RevShare guide). A ban on pay tied to turnover, wins or losses would remove that model for Danish-licensed operators. Two other outlets we read, SBC News and iGaming Express, describe the liability and advertising rules but do not mention this provision, and we could not open the bill text. Treat it as reported until the Danish parliament publishes the final wording.
| Point | What is reported | Sources |
|---|---|---|
| Who could be liable for marketing breaches | Any person or company, not only licence holders; affiliates and influencers could be held responsible for the marketing they produce | European Gaming, iGaming Express, SBC News |
| Pay tied to player turnover, wins or losses | Operators would be barred from paying marketing partners on that basis | European Gaming, iGaming Times |
| Live-sports advertising | No gambling marketing from 10 minutes before to 10 minutes after a live sports broadcast; club and venue sponsorships stay allowed | SBC News, iGaming Times |
| Unlicensed sites | Spillemyndigheden would get wider powers to block Danish-facing intermediary sites | SBC News, iGaming Times |
| Fines for online operators | Scaled to the operator’s gross gaming revenue band | European Gaming, SBC News |
Timeline
| Date | What happens |
|---|---|
| 7 Oct 2026 | Bill L37 tabled |
| 22 Oct 2026 | First reading in the Folketing (scheduled) |
| 1 Jan 2027 | Law takes effect, if passed |
| 1 Jul 2027 | Advertising rules and duty of care apply |
| 1 Oct 2027 | Land-based changes apply |
The dates come from European Gaming. iGaming Express also gives 1 January 2027 for the general start and says later provisions follow in July and October. The bill can still change in committee.
📌 In our view: the live-sports ban gets the headlines, but the partner rules would reshape the affiliate market in Denmark more. If operators cannot pay on turnover or losses, and partners carry their own liability, the incentive to push heavy play shrinks and compliance matters more. Whether the provision survives the committee stage is the thing to watch after 22 October.
What It Means for Players
💡 What this means for players: nothing changes today, because this is a bill and it has not been debated yet. If it passes, expect fewer promotions around live sport in Denmark from July 2027 and more cautious wording from the sites and creators that promote gambling. The rules cover marketing aimed at Danish consumers; they say nothing about how a game works or whether a site is licensed, so check the licence on the Danish regulator’s register. Our Denmark guide explains the law, and we do not recommend operators in Denmark.
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When is the first reading of Denmark's bill L37?
22 October 2026, according to SBC News and iGaming Times. The bill was tabled on 7 October.
Would Denmark ban revenue share for affiliates?
iGaming Times and European Gaming report that operators would be barred from paying marketing partners based on player turnover, wins or losses. SBC News and iGaming Express do not mention it and we could not read the bill text, so treat it as reported until the final wording is published.
Could affiliates and influencers be fined in Denmark?
According to European Gaming, iGaming Express and SBC News, liability for breaches of the marketing rules would extend beyond licence holders, so affiliates and influencers could be held responsible for the marketing they produce.
When would the Danish rules start?
If the bill passes, the law takes effect on 1 January 2027, the advertising rules and duty of care on 1 July 2027 and the land-based changes on 1 October 2027.
Does the Danish whistle-to-whistle ban cover sponsorships?
No. According to SBC News and iGaming Times, club and venue sponsorships remain allowed, and the ban covers marketing from 10 minutes before a live sports broadcast until 10 minutes after it ends.
Sources
↗ SBC News — Denmark tables draft to tighten gambling ad restrictions (8 Oct 2026) ↗ iGaming Times — Denmark retables a whistle-to-whistle ad ban that would also end affiliate revenue share ↗ European Gaming — Denmark gambling bill L37: whistle-to-whistle ad ban returns (9 Oct 2026) ↗ iGaming Express — Denmark’s betting ad ban could shift marketing budgets towards digital channels (12 Oct 2026)18+ 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.