Denmark’s Gambling Reform Moves to Committee After First Reading

Summary

Denmark’s Parliament completed the first reading of Bill L 37 on 22 October 2026 and referred it to the Taxation Committee. The bill remains under consideration; the proposed requirements are not yet in force. ft.dk

What changed

The bill would introduce several significant measures:

• Live-sport advertising restrictions: no gambling advertisements on television or streaming broadcasts from ten minutes before a live sporting event until ten minutes after it ends.

• Restrictions on advertising content: prohibiting the use of people under 25 and authority figures, alongside content particularly appealing to children and young people.

• Location-based restrictions: banning gambling advertising at selected physical locations.

• Broader marketing liability: allowing penalties against anyone breaching gambling advertising rules, including commercial partners and influencers.

• Stronger enforcement: expanding the scope of punishable advertising for unlicensed gambling, enabling certain gambling advertisements to be blocked and improving the regulator’s sanctioning powers.

• Land-based distribution changes: introducing retailer permits to replace manager approvals.

The proposed commencement date is 1 January 2027, with some provisions taking effect on 1 July or 1 October 2027. These dates remain subject to the legislative process. ft.dk

The advertising restrictions form part of the wider Spilpakke 1 programme. In its earlier explanation of the policy, the government described the extended “whistle-to-whistle” restriction as a way to reduce exposure to gambling advertising around sport. svmn.dk

Who is affected

The proposals have potential implications for licensed operators, broadcasters, streaming services, advertising partners, influencers and land-based retailers. Commercial exposure could include advertising inventory, campaign content, partner responsibilities and retail authorisation arrangements.

Our Take

The reform combines tighter controls on licensed-market advertising with stronger enforcement against unlicensed promotion. That balance matters: restricting regulated operators’ visibility could benefit offshore competitors if enforcement fails to reach the channels through which they attract players.

Broader liability could also change how responsibility is allocated across marketing relationships. Operators, agencies and influencers may need closer oversight of campaign content and distribution. The practical impact will depend on the final legislation and whether enforcement reduces illegal promotion alongside licensed advertising.