Denmark passes extensive restrictions package including on live sports ads and FTP bonuses
Summary
Denmark’s parliament has approved a comprehensive gambling marketing package — “Gaming Package 1” — that introduces a whistle-to-whistle ban on gambling advertising around live sport, bans certain welcome offers, restricts placement and talent in ads, strengthens the regulator and channels extra funding to addiction treatment. The measures must be implemented by 1 January 2027 at the latest.
Key Points
- Whistle-to-whistle ban on gambling ads for live sport broadcasts: advertising prohibited from 10 minutes before kick-off until 10 minutes after the final whistle.
- Bans on live odds displays in stadium banners and restrictions on using celebrities and influencers in gambling marketing.
- Prohibition of “free-money” welcome bonuses and bans on gambling ads on public transport and within 200 metres of schools or educational institutions.
- People under 25 cannot feature in gambling marketing; social media ads must include age filters preventing targeting under-18s.
- Spillemyndigheden (the Danish regulator) will gain stronger powers to block illegal sites and clearer rules for fines and sanctions; some administrative burdens on providers will be eased.
- Additional funding allocated to gambling addiction treatment centres: DKK8m in 2026, then further staged funding through 2030.
- Policy comes amid rising gambling revenue and increased self-exclusion registrations (ROFUS), signalling a regulatory shift despite market growth.
Content summary
The new package aims to reduce gambling harm by limiting exposure and promotional tactics. The high-profile whistle-to-whistle ban covers live sport broadcasts and extends to in-stadium displays of live odds. The rules also tighten where and how operators can advertise — banning placements near schools and on public transport, forbidding under-25s in adverts, and outlawing certain welcome offers described as “free-money” games.
Denmark will strengthen its gambling regulator, Spillemyndigheden, granting powers to block illegal sites and clarifying penalty frameworks, while also reducing some administrative reporting requirements for providers. The government has set aside multi-year funding for addiction treatment centres to bolster support services.
The measures are being presented as a response to rising gambling-related harm — official figures cited by the government point to growing numbers of adults and young people affected — even as recent months have shown increased gambling revenue and higher ROFUS self-exclusion totals.
Context and relevance
This is a landmark regulatory tightening in a mature European market. For broadcasters, sponsors, affiliates and operators, the changes will affect media buying, creative strategy and influencer partnerships. The restrictions on welcome offers and ad placement will force marketers to rethink acquisition tactics and compliance teams to review targeting and creative approval processes.
Wider relevance: other Nordic and EU jurisdictions watching gambling harm trends may mirror parts of this approach. The strengthened enforcement powers and clearer sanctioning framework also signal tougher regulatory scrutiny ahead for operators active across borders.
Author style
Punchy: This isn’t a tweak — it’s a deliberate clampdown. If you work in marketing, sponsorship or compliance in betting or iGaming, read the detail: implementation timelines, exact creative restrictions and the regulator’s new powers will shape commercial plans and risk assessments for years.
Why should I read this?
Short version: if your job touches sportsbook ads, sponsorships, affiliates or regulatory compliance, this changes the playbook. It’ll affect when and where you can advertise, who can appear in your creative, and what bonuses you can offer. Read it so you’re not caught off guard when the new rules land.