Danish bill introduces whistle-to-whistle ban on gambling ads

The Danish Minister for Taxation has introduced a new bill to reduce gambling advertising. This legislation includes components of the government's Gambling Package 1, a political agreement supported by the broad majority in the Danish Parliament.  

Work on Gambling Package 2 is under way. The initiatives are planned to take effect from 1 July 2026 and 1 January 2027. The bill implements a whistle-to-whistle ban on sports betting advertisements. Under the proposed rules, gambling advertisements will be banned from airing 10 minutes before the start of a sports event until 10 minutes after it ends. 

This initiative aims to reduce youth exposure to gambling advertising. Recent statistics indicate that around 25,000 minors in Denmark are affected by gambling-related issues. Minister for Taxation, Ane Halsboe-Jørgensen, stated: “I have met people and families where gambling has gone from being entertainment to causing addiction, debt, poor well-being and broken relationships. It makes an impression.  

“That is why it is important for me to take political responsibility and set clear boundaries – especially where children and young people are exposed.'' 

At the same time, work on Gambling Package 2 is in full swing. The gambling market is continually evolving. Recently, new platforms like Stake and Polymarket have emerged, allowing betting not just on the outcomes of sports matches but also on events such as wars.  

The Danish Gambling Authority and the Ministry of Taxation are monitoring these developments while working on Gambling Package 2 and preliminary steps have already been taken towards its implementation. Halsboe-Jørgensen added: “The gambling market is evolving quickly, and providers are creative in finding new ways to market themselves. I am concerned that we do not get overtaken by this creativity. 

“That is why I, together with the Danish Gambling Authority, am following developments closely, and if we see new business models and marketing methods that challenge the rules we have just created, we will act politically.”