The new Danish Government has filed a bill targeting gambling advertisements. It essentially replaces the previous similar proposal, which lapsed after the election earlier this year, based on the 2025 political agreement known as the Gambling Package 1.
The new proposal remains largely unchanged; it introduces, among other measures, stricter rules on advertising games during live sports, promoting live odds at sporting events and payments to affiliates. If the Government's plans go ahead, gambling advertising will be banned from live sports broadcasts starting July 1, 2027.
Minister of Taxation and Growth Jakob Engel-Schmidt tabled the new Bill L 37, and according to the official schedule of the Danish Parliament, the first reading is scheduled for 22 October 2026.
Ads to be restricted during live sports broadcasts
A central proposal is a ban on gambling ads during live sports broadcasts, more specifically, 10 minutes before, during and until 10 minutes after the transmission of a live event. The rules apply to both traditional linear TV and streaming platforms that broadcast sporting events. Gaming providers’ own streams of smaller sporting events are generally not affected, as long as they are offered as a supplement to their gaming services.
Gambling ads will still be allowed in stadiums, including banners, shirt sponsorships and LED displays. However, venues cannot show live odds during matches.
Affiliates face new payment rules
Regarding affiliates, operators would not be allowed to pay them based on a player's turnover, winnings, or losses. The Danish Gambling Authority defines an affiliate as a marketing channel in which a person or company receives payment for acquiring customers for, for example, a gaming provider.
Influencers and celebrities targeted
The proposal also restricts the use of influencers, TV personalities, famous sports figures, celebrity artists and any individual under the age of 20 in ads.
The legislation also introduces the term “authorities,” covering anyone with more than 10,000 followers or viewers on a social media platform, or more than 100,000 views across platforms within a given period.
There are other nuances under which influencers can be considered ‘’authorities’’ even if their following and reach fall below these thresholds.
200-metre buffer around schools
The proposal would ban gambling ads within 200 metres of schools and youth education institutions, and remove them from public transport. Stadium interiors would be exempt, even when close to sensitive venues.
Denmark’s Financial Intelligence Unit reported a notable decline in gambling-related suspicious transaction notifications during the second quarter of 2026
