Denmark is moving toward stricter gambling advertising rules, with proposed legislation that would reshape how operators market their products during live sports coverage.
The reforms, sponsored by Danish Minister of Taxation Ane Halsboe-Jørgensen, would introduce a whistle-to-whistle ban on gambling advertisements shown within 10 minutes before and after live sporting events.
The deadline for implementing these restrictions is set for January 2027 at the latest, putting pressure on broadcasters, streaming platforms, and operators to prepare for significant changes.
Television broadcasters and mainstream streaming services would be the primary targets of the ban, but betting operators running their own sports streams currently sit in a grey area under the proposed rules.
Anders Dorph, Director of gambling authority Spillemyndigheden, has clarified that operators’ own live streams are presently considered a minor supplement to their wider gambling offering rather than a standalone broadcasting service.
However, Dorph made clear that this classification is not permanent and could change depending on how aggressively operators pursue sports streaming rights in the coming months.
Dorph said: “However, in a scenario where a gambling operator acquires more rights or access to major sporting events, the gambling operator’s live streaming can shift in character, so that the gambling operator’s streaming of sporting events will be subject to the same rules as those applicable to television broadcasters and streaming platforms.”
Despite the regulatory uncertainty, the Danish market continues to attract new entrants, with Stake, Betoro, and ScatterKings all receiving domestic licences within a few months of each other.
The proposed restrictions come alongside growing concerns about illegal gambling, a persistent issue that tends to surface whenever licensed operator visibility is reduced in any market.
Spillemyndigheden identified and had 334 websites offering illegal gambling blocked by court order last year, representing a 70% increase compared to 2024 figures.
Dorph has indicated that the regulator is paying particular attention to social media channels, influencers, and popular online streamers as vehicles for illegal gambling promotion.
Dorph said: “It is clear to us that illegal operators are using channels with many users to attract customers, and channels that are trending. We see illegal operators being present on social media and using popular streamers and celebrities to promote them and to attract a very broad audience.”
The dual challenge facing Danish regulators is balancing tighter restrictions on licensed operators while simultaneously cracking down on the illegal market that stands ready to fill any gap in visibility.
