The Danish government has passed a bill to tighten regulation of the gambling industry. With this agreement, the country seeks to curb aggressive marketing and bolster protection for children and young people.
The initiative, titled “Gaming Package 1: A More Responsible Gambling Market,” will address the country’s growing gambling addiction problem. It introduces strict advertising limits, stronger enforcement powers, and expanded support for prevention and treatment.
“Gambling addiction destroys lives and relationships and has been growing explosively in recent years,” “With this agreement, we are taking an important first step to protect, especially children and young people, from gambling problems and an overly aggressive market,” said Minister for Taxation Ane Halsboe-Jørgensen.
A United Political Front
The agreement brings together a broad majority in the Folketinget, including the Social Democrats, Venstre (Liberal Party), Moderates, Socialist People’s Party (SF), Denmark Democrats, Conservatives, Red-Green Alliance (Enhedslisten), Social Liberals (Radikale Venstre), the Alternative, and the Danish People’s Party.
Their collective goal is to reverse the increasing popularity of online casinos and the surge in gambling addiction and ensure that gambling remains entertainment, and not a path to financial and social harm.
The parties highlight that the new rules are designed to respond to a sharp increase in young people’s exposure to gambling and gambling-related advertising, both online and during sports broadcasts.
Whistle-to-Whistle Ban and New Advertising Limits
At the core of Gaming Package 1 is a “whistle-to-whistle” advertising ban. From 10 minutes before kick-off until 10 minutes after the final whistle, gambling advertisements will be prohibited during sports broadcasts.
The move follows years of criticism over the ubiquity of betting ads during football and other sports events. Lawmakers argue that such marketing normalises gambling for children and teenagers. The agreement also bans:
- The use of celebrities in gambling ads
- Marketing that targets or appeals to minors
- Gambling promotions by influencers and streamers without authorisation
“Reckless advertising and influencer marketing have made it far too easy for people, especially young people, to be lured into addiction,” said Halsboe-Jørgensen.
Stronger Oversight and Enforcement
Under the new framework, the Danish Gambling Authority, also known as Spillemyndigheden, will have more power to monitor and sanction illegal operators. Meanwhile, the simplified rules will allow regulators to focus directly on player protection rather than bureaucracy.
The agreement also includes a research fund to deepen understanding of gambling behaviour and addiction patterns, as well as targeted prevention programs for children and youth.
“This is only the beginning. We have called it Gaming Package 1 because more initiatives will follow. The goal is to ensure these rules make a real difference for those who need them most.” Halsboe-Jørgensen added.
Broad Support and Shared Responsibility
Social Democrat spokesperson Anders Kronborg said the party’s priority was “to shield, prevent, and help children and young people” with gambling issues. “With this agreement, we take an important first step with solid funding, advertising restrictions, and initiatives that will make a difference across the country,” he said.
Venstre’s tax spokesperson Jan E. Jørgensen welcomed the deal, calling it “a major step toward better protection for children and young people from gambling ads.” He added that prevention and treatment must go hand in hand.
From the Denmark Democrats, Hans Kristian Skibby said his party was pleased that the agreement “ensures greater prevention and protection for Danes against gambling addiction,” while noting that further measures would be needed in the coming years.
Meanwhile, SF’s Sigurd Agersnap called the deal long overdue:
“After six years of waiting, we’ve finally reached an agreement. Meanwhile, more and more young people have fallen into unmanageable debt, become gambling addicts, or damaged relationships with friends and family,” noted Agersnap.
Focus on Treatment
For the Moderates, the agreement is a step to an evidence-based policy. Ammar Ali said:
“Gambling addiction is a treatment issue, not something we solve with symbolic politics. We must strengthen research and ensure better support for those affected. It’s about taking responsibility with thoughtfulness and integrity.”
Conservative spokesperson Frederik Bloch Münster highlights consumer protection, underscoring that illegal gambling sites will now be easier to block and that streamers and influencers will find it harder to advertise gambling illegally.
He called the package “a deal that strengthens both protection for citizens and fairness in the gambling industry.”
Addressing a Gendered Problem
Radikale Venstre’s Samira Nawa described gambling addiction as “a gender equality issue,” noting that men and boys are disproportionately affected.
“More than 50,000 players have voluntarily excluded themselves from gambling, 77% of them are men. For us, it was crucial to limit gambling ads in public spaces, during sports, and on social media. It’s not a total ban yet, but it’s an important first step.”
Christina Olumeko of the Alternative added that the agreement would put the consumer’s well-being ahead of industry profits. She added that the legislation would tighten advertising rules, strengthen prevention, and make help easier to access.
Just the Start
The government’s decision to label the agreement “Gaming Package 1” signals that further initiatives are planned. Future packages are expected to expand on the first round of reforms, depending on the effectiveness of the new measures.
For now, Denmark’s lawmakers see the deal as a critical first move in confronting a problem that has grown quietly but rapidly.
