Denmark’s Minister of Taxation has introduced new legislation to implement key elements of the Gambling Package 1, part of a broader reform agenda supported by the government and a large majority in the Danish parliament. The measures are designed to reduce gambling addiction and tighten control over betting promotion.
The central proposal is an expansion of the ban on “whistle-to-whistle” advertising during sporting events. Under the new rules, gambling advertising will be prohibited from 10 minutes before the start of an event until 10 minutes after it ends. This will apply to all formats, including a ban on displaying live betting banners inside stadiums.
Further restrictions will target marketing aimed at young people and prohibit the use of public figures in gambling advertisements. The package would also ban free bets as welcome offers and require mandatory risk warnings in all gambling adverts.
Work is already underway on Gambling Package 2, which could introduce additional restrictions. Among the measures under consideration is a potential ban on prediction markets, although no final decision has been made.
The reforms were formally presented on 25 February. If approved, Gambling Package 1 will take effect from 1 July, while any measures under Gambling Package 2 would be implemented from 1 January 2027.
