Denmark Takes Strong Stand with New Responsible Gambling Policy

Key Measures to Curb Gambling Influence

Among the new rules, one of the most significant changes is the expanded whistle-to-whistle advertising ban. Gambling operators will no longer be allowed to promote their services from ten minutes before a sporting event begins until ten minutes after it ends.

Celebrity endorsements are also being outlawed, as authorities seek to prevent gambling adverts from appealing disproportionately to young audiences.

These reforms reflect recommendations from the Danish Youth Gaming Panel and follow extensive collaboration among representatives from ten different political parties.

Strong Words from the Government

Minister of Taxation Ane Halsboe-Jørgensen praised the unity behind the move, calling it “a significant first step” towards protecting children and teenagers from excessive exposure to gambling.

She also condemned the growing influence of social media and influencer marketing, stating that it has become “all too easy to be lured into addiction.” Her remarks underline the Government’s determination to confront what she describes as “an overly aggressive gambling market.”

The new measures also echo recent rulings by the UK’s Advertising Standards Authority, which reprimanded gambling adverts featuring well-known figures such as Lewis Hamilton and Gary Neville for breaching youth appeal regulations.

Investment in Research and Prevention

Beyond advertising restrictions, the Danish Government is establishing a new research fund to deepen its understanding of gambling addiction and its social impact. This move signals a long-term commitment to evidence-based policymaking and prevention.

Halsboe-Jørgensen described the initiative as “the beginning of a showdown with a gaming industry that has been allowed to take up too much space for far too long.” The tone suggests a decisive shift towards tighter regulation and greater accountability across the sector.

A European Benchmark for Responsible Gambling Reform

Denmark’s Gaming Package 1 represents more than policy reform—it’s a statement of intent. By uniting political forces, banning celebrity endorsements, and restricting ad exposure, the Danish Government is setting a powerful example for responsible gambling regulation across Europe.