New rules include further restrictions on advertising, while iGaming operators benefit from new games involving dice and wheels
The government of Denmark has revived a proposal from last year to further restrict gambling advertising and prohibit affiliate revenue share agreements.
The proposed bill picks up on last year’s proposal from the Ministry of Taxation, which was agreed by Denmark’s political parties in October 2025 but then derailed by a snap general election.
The bill proposes a number of restrictions on gambling advertising, including a ban on gambling ads on TV and streaming platforms from 10 minutes before the start of a sporting event until 10 minutes after the event.
Gambling ads on public transport would be banned, as would ads in a public space within 200 meters of a school, although the interior of stadiums, sports arenas, sports halls and shops located within 200 meters of a school will not be considered “public space”.
The use of celebrities and roles models in marketing and affiliate payments based on turnover would be banned, and the new rules would also extend liability for breaches of the marketing regulations to influencers and affiliates.
It is proposed that dice and wheel of fortune games be added to the list of authorised games in the competitive online gaming market but not for the lottery monopoly.
The proposed bill also makes minor changes to land-based gaming regulations and strengthens the Danish gambling regulator’s powers to combat illegal gambling.