Canonical: https://www.playbookrg.com/brand/compliance/denmark/ Description: Explore the Denmark module’s scope, source references, disclosures, and content guidance. Check the current authority before using it. > Static reading copy of the published page, including authored disclosures. Interactive controls, personalized state, and account data are not reproduced. Use the canonical page for interaction and citations, and the dedicated content feeds for complete resource inventories. Source terms still apply; this format does not extend the Brand CC0 license to other products or third-party material. # Denmark advertising rules The advertising rules that apply to gambling in Denmark, and how the Playbook RG library maps to them: required disclosures, prohibited content, and channel-by-channel guidance. Educational reference, not legal advice. Source dates and scope Source updated 2026-03-22 Source marked verified 2026-03-22 Source review due 2026-06-22 These dates are recorded in the source document. They are not a new legal review or confirmation that every rule is current. If the review date has passed, resolve that gap before relying on the module. Local game, licence and placement requirements still need review. Some older Danish authority links no longer resolve. The authority’s disclosure-guide entry below provides a newer starting point. - [Danish Gambling Authority disclosure-guide page →]() Authority links located September 5, 2026. These additions do not update the source file or its legal verification date. Source references and exact document - [Spillemyndigheden gambling advertising]() - [Spillemyndigheden advertising]() - [iGaming Business]() - [SBC News]() Source file: content/jurisdictions/denmark/advertising-rules.md SHA-256: 14ab8d5ba44ef5a5e6f6e2ddf701c3309ff454100b001b074947a3df5d91d409 Download the exact source text Source references and exact document - [Spillemyndigheden gambling advertising]() - [Spillemyndigheden advertising]() - [iGaming Business]() - [SBC News]() Source file: content/jurisdictions/denmark/advertising-rules.md SHA-256: 14ab8d5ba44ef5a5e6f6e2ddf701c3309ff454100b001b074947a3df5d91d409 The body below is a dated source reference. Any statement that material is “compliant as-is” or “ready” does not establish approval for your operator, game, licence, channel or publication date. Review the actual content and working product before use. [Customize with Denmark preset →]()[Plan work for Denmark →]() Tier 1 Odds format Decimal Currency DKK Sports culture European football Language Danish Reading level Grade 9–12 Channels Blog, In app Tone Confident informative Audience General Game types Slots, Blackjack, Roulette, Sports betting, Poker, Baccarat, Bingo Last updated 2026-03-22 Cultural profile - Voice: Peer - Framing: Individual - Humor: Moderate - Directness: Direct - Comfort: Open Adaptation · Base Denmark's advertising rules are prescriptive and multi-layered, combining the Gambling Act, Marketing Practices Act, and the 2027 advertising reform package. The under-25 ban, proximity bans, and whistle-to-whistle live sports ban are distinctive features not found in most North American jurisdictions. On-brand disclosure examples need cultural adaptation for non-Scandinavian markets. **Operator note**: This is the detailed advertising reference for Denmark. It covers Denmark’s prescriptive multi-layer advertising framework: the Gambling Act (Spilleloven) s.36, the Marketing Practices Act (Markedsforingsloven), the Consumer Ombudsman’s oversight, the Spillemyndigheden’s Duty of Disclosure Guide, and the 2027 advertising reform package. Denmark’s advertising rules are among the most prescriptive in Europe, with specific restrictions on age targeting, proximity bans, live sports bans, and mandatory disclosure requirements. Use this alongside the Denmark compliance module for complete coverage. **Last verified**: 2026-03-22 **Next review due**: 2026-06-22 *(quarterly, per governance cadence)* ## Quick-scan index Check the recorded scope The classifications below belong to a dated source module. They do not approve your operator, game, licence, channel or publication date. Verify its scope, current requirements, local disclosures and the implemented placement. [Check this module’s source dates and scope]() Quick-scan index: Section, Description | Section | Description | | --- | --- | | [Denmark’s advertising framework]() | Multi-layer regulatory structure | | [Gambling Act s.36 – core advertising rules]() | Primary legislation requirements | | [Marketing Practices Act overlay]() | Consumer Ombudsman’s role | | [Duty of Disclosure Guide]() | Spillemyndigheden’s detailed guidance | | [2027 advertising reform package]() | Upcoming restrictions | | [Channel-by-channel rules]() | Broadcast, digital, print, direct, in-venue, sponsorship | | [Prohibited content]() | What you cannot say or show | | [Required disclosures]() | What must appear in advertising | | [Bonus advertising rules]() | Specific bonus disclosure requirements | | [Playbook RG content compliance matrix]() | Which templates are compliant as-is | --- ## Denmark’s advertising framework ### Sources of advertising requirements Denmark’s gambling advertising is governed by three overlapping layers plus a major reform package: Sources of advertising requirements: Layer, Source, Enforced by, Scope | Layer | Source | Enforced by | Scope | | --- | --- | --- | --- | | **Primary legislation** | Gambling Act (Spilleloven) s.36 | Spillemyndigheden | Gambling-specific advertising rules | | **General consumer law** | Marketing Practices Act (Markedsforingsloven) | Consumer Ombudsman (Forbrugerombudsmanden) | Misleading marketing, comparative ads, youth protection, sales promotions | | **Regulatory guidance** | Duty of Disclosure Guide; RG Guide v1.4 | Spillemyndigheden | Detailed implementation guidance for operators | | **2027 reform** | Advertising reform package (EC-notified Jan 2026) | Spillemyndigheden (expanded powers) | Under-25 ban, proximity bans, live sports ban, public transport ban | ### Key distinction: Denmark vs. North American jurisdictions Key distinction: Denmark vs. North American jurisdictions: Feature, Denmark, Nevada, Ontario | Feature | Denmark | Nevada | Ontario | | --- | --- | --- | --- | | Approach | Prescriptive | Principles-based | Standards-based | | Age in ads | Under-25 ban (from 2027) | No specific age rule beyond 21+ | No athlete endorsements except RG advocacy | | Live sports | Whistle-to-whistle ban (from 2027) | No broadcast restriction | No broadcast restriction | | Proximity | 200m school ban (from 2027) | No proximity rule | No proximity rule | | Self-exclusion in ads | ROFUS reference mandatory | Not required in ads | Not required in ads | | Helpline in ads | StopSpillet reference mandatory | Recommended but not mandated in all ads | ConnexOntario required on registration pages | | Bonus disclosure | Alongside the offer (same medium) | Clear promotion terms | Inducements prohibited in public advertising | --- ## Gambling Act s.36 – core advertising rules The Gambling Act s.36 establishes the following binding requirements for all gambling marketing in Denmark: ### What marketing must do 1. **Present winning chances correctly** – in a correct and balanced manner that does not give the impression that the chance of winning is greater than it actually is 2. **Focus on entertainment** – gambling must be framed as a form of entertainment, not as a source of income 3. **Include age limit** – the 18+ age restriction must be communicated 4. **Include ROFUS information** – players must be informed about the ability to self-exclude via ROFUS 5. **Include StopSpillet reference** – the DGA’s responsible gambling helpline must be referenced ### What marketing must not do 1. **Target under-18s** – neither in form of communication nor choice of media 2. **Suggest financial solutions** – must not suggest gambling can solve financial difficulties 3. **Claim social status** – must not suggest gambling improves social acceptance 4. **False celebrity endorsement** – must not falsely imply that public figures’ success is caused by gambling participation *Source: [Spillemyndigheden gambling advertising]()* --- ## Marketing Practices Act overlay The Marketing Practices Act (Markedsforingsloven) provides a general consumer protection framework that overlays the gambling-specific rules. The Consumer Ombudsman (Forbrugerombudsmanden) enforces this act. ### Key provisions applicable to gambling Key provisions applicable to gambling: Provision, Relevance to gambling advertising | Provision | Relevance to gambling advertising | | --- | --- | | **Misleading marketing** | Gambling odds and winning chances must not be presented in a misleading manner | | **Comparative marketing** | Comparisons between gambling products must be fair and verifiable | | **Marketing aimed at children** | Reinforces the Gambling Act’s prohibition on targeting under-18s | | **Sales promotion measures** | Bonus offers and promotions must comply with transparency requirements | ### Consumer Ombudsman’s role The Consumer Ombudsman monitors gambling advertising for compliance with the Marketing Practices Act and can take action against operators whose marketing violates general consumer protection standards. The Spillemyndigheden and Consumer Ombudsman collaborate on advertising enforcement. *Source: [Spillemyndigheden advertising]()* --- ## Duty of Disclosure Guide The Spillemyndigheden publishes detailed guidance on what information operators must disclose in marketing materials. ### Mandatory disclosures in all marketing Mandatory disclosures in all marketing: Disclosure, Format, Placement | Disclosure | Format | Placement | | --- | --- | --- | | **Age limit (18+)** | Clear and visible | In or alongside the advertisement | | **ROFUS information** | Reference to self-exclusion register | In or alongside the advertisement | | **StopSpillet helpline** | Helpline reference | In or alongside the advertisement | | **DGA labelling scheme** | Authority’s label | On platforms and in certain ad formats | ### Bonus-specific disclosures When advertising bonuses, free bets, or promotional offers, operators must disclose all material conditions **directly alongside the actual offer** in the same medium. This includes: - Wagering requirements - Benefits and restrictions - Expiry dates - Maximum win caps - Game restrictions The conditions may not be hidden behind links, in footnotes, or in separate terms pages – they must be **in the immediate advertising context**. *Source: [Spillemyndigheden gambling advertising]()* --- ## 2027 advertising reform package In October 2025, the Danish government agreed on an extensive gambling advertising reform package. The reforms were submitted to the European Commission for review in January 2026 and are scheduled for full enforcement on **1 January 2027**. ### New restrictions (from 1 January 2027) New restrictions (from 1 January 2027): Restriction, Detail, Impact on Playbook RG | Restriction | Detail | Impact on Playbook RG | | --- | --- | --- | | **Under-25 brand ambassador ban** | Persons under 25 may not appear in gambling advertising | Review all imagery and testimonials – no persons under 25 | | **Whistle-to-whistle live sports ban** | Gambling ads prohibited during live sports broadcasts, from 10 minutes before kick-off until 10 minutes after full-time | No TV/radio gambling ads during live sports windows | | **School proximity ban** | Gambling ads prohibited within 200 metres of educational institutions where the majority of students are under 18 | Review out-of-home ad placements near schools | | **Stadium exception** | Stadiums, sports arenas, and sports halls near schools are exempt from the proximity ban | Venue-based advertising may continue at sports facilities | | **Public transport ban** | Gambling ads on public transport prohibited | No transit advertising | | **Glamorisation prohibition** | Ads may not glamorise gambling as a social event, trendy activity, or way to make money | Review all creative – ensure entertainment framing without glamorisation | | **Free-to-play welcome bonus restrictions** | Restrictions on free-to-play welcome bonuses | Review bonus offer structures | | **Expanded enforcement powers** | Spillemyndigheden gains expanded powers to sanction non-compliant operators and advertisers | Increased compliance monitoring expected | ### Implementation timeline Implementation timeline: Date, Milestone | Date | Milestone | | --- | --- | | October 2025 | Government agreement on reform package | | January 2026 | EC notification (Technical Regulation Information System) | | Q1-Q2 2026 | EC standstill period and review | | H2 2026 | Final legislation and operator preparation | | 1 January 2027 | Full enforcement | Operators should begin adapting advertising materials in H2 2026 to ensure compliance by 1 January 2027. *Sources: [iGaming Business](); [SBC News]()* --- ## Channel-by-channel rules ### Broadcast (TV / radio) Broadcast (TV / radio): Rule, Current (pre-2027), From 1 January 2027, Source | Rule | Current (pre-2027) | From 1 January 2027 | Source | | --- | --- | --- | --- | | General gambling ads | Permitted with disclosures (18+, ROFUS, StopSpillet) | Same, but not during live sports | Gambling Act s.36; 2027 reform | | Live sports broadcasts | Permitted | **Banned** (whistle-to-whistle: 10 min before to 10 min after) | 2027 reform | | Youth programming | Not permitted (no targeting under-18s) | Not permitted | Gambling Act s.36 | | Required disclosures | 18+, ROFUS, StopSpillet | Same | Gambling Act s.36 | ### Digital (web, social media, mobile) Digital (web, social media, mobile): Rule, Requirement, Source | Rule | Requirement | Source | | --- | --- | --- | | Age targeting | Must not target under-18s in form or media choice | Gambling Act s.36 | | Disclosures | 18+, ROFUS, StopSpillet in all digital ads | Gambling Act s.36 | | Bonus ads | All conditions alongside the offer | Duty of Disclosure Guide | | ROFUS marketing | Must not serve ads to ROFUS-registered players | ROFUS rules | | Influencer/brand ambassador | Under-25 ban (from 2027) | 2027 reform | | Retargeting | Must not retarget ROFUS-registered players | ROFUS rules | ### Print (newspapers, magazines, outdoor) Print (newspapers, magazines, outdoor): Rule, Current (pre-2027), From 1 January 2027, Source | Rule | Current (pre-2027) | From 1 January 2027 | Source | | --- | --- | --- | --- | | Disclosures | 18+, ROFUS, StopSpillet | Same | Gambling Act s.36 | | School proximity | No restriction | **Banned within 200m of schools** (exception: sports venues) | 2027 reform | | Public transport | Permitted | **Banned** | 2027 reform | | Content restrictions | No targeting under-18s; no misleading odds | Same plus no glamorisation | Gambling Act s.36; 2027 reform | ### Direct marketing (email, SMS, push notifications) Direct marketing (email, SMS, push notifications): Rule, Requirement, Source | Rule | Requirement | Source | | --- | --- | --- | | ROFUS-registered players | **Prohibited** – automatic “No thank you to marketing” | ROFUS rules | | Consent | Must have opted in to receive marketing | Marketing Practices Act | | Content | Same disclosure requirements as other channels | Gambling Act s.36 | | Bonus offers | All conditions alongside the offer | Duty of Disclosure Guide | ### In-venue (land-based casinos, betting shops) In-venue (land-based casinos, betting shops): Rule, Requirement, Source | Rule | Requirement | Source | | --- | --- | --- | | DGA labelling scheme | Must be displayed | Certification requirements | | RG information | StopSpillet, ROFUS, treatment centres must be visible | RG Guide v1.4 | | Age notices | 18+ clearly displayed | Gambling Act | | Promotional materials | Must comply with same advertising rules | Gambling Act s.36 | ### Sponsorship Sponsorship: Rule, Current (pre-2027), From 1 January 2027, Source | Rule | Current (pre-2027) | From 1 January 2027 | Source | | --- | --- | --- | --- | | Team/event sponsorship | Permitted with disclosures | Permitted but with additional restrictions | 2027 reform | | Brand ambassadors | No age restriction | **Under-25 brand ambassadors banned** | 2027 reform | | Kit sponsorship | Permitted | Review for glamorisation prohibition | 2027 reform | | Stadium naming | Permitted | Exempt from school proximity ban | 2027 reform | --- ## Prohibited content The following content is prohibited in all gambling advertising in Denmark, across all channels and verticals: ### Always prohibited (current rules) 1. **Targeting under-18s** – in form of communication or choice of media 2. **Misleading winning chances** – presenting odds in a way that exaggerates probability of winning 3. **Financial problem-solving** – suggesting gambling can resolve financial difficulties 4. **Social status claims** – suggesting gambling improves social acceptance or social standing 5. **False celebrity causation** – implying public figures’ success is caused by gambling 6. **Gambling as income** – presenting gambling as a way to earn money rather than entertainment 7. **Marketing to excluded players** – any advertising targeting ROFUS-registered players ### Additionally prohibited from 1 January 2027 1. **Under-25 persons in ads** – persons under 25 may not appear in gambling advertising 2. **Glamorisation** – presenting gambling as a social event, trendy activity, or aspirational lifestyle 3. **Ads near schools** – gambling advertising within 200m of educational institutions (under-18 majority) 4. **Ads on public transport** – gambling advertising on buses, trains, trams, metro 5. **Live sports broadcast ads** – gambling advertising during live sporting events (10 min before to 10 min after) ### Playbook RG compliance notes Playbook RG content is designed to be informational and educational, which reduces most prohibited-content risks. However, operators should review: - **Imagery**: Ensure no persons who could be perceived as under 25 appear in Denmark-deployed collateral - **Tone**: Ensure entertainment framing does not tip into glamorisation - **Social pillar content**: “Worth sharing” quizzes and myth-busters are compliant as they are educational, not promotional - **Odds content**: Game guides with house edge data are compliant as they present odds accurately, not misleadingly --- ## Required disclosures ### In every gambling advertisement Every gambling advertisement in Denmark must include: In every gambling advertisement: Disclosure, Requirement, Format guidance | Disclosure | Requirement | Format guidance | | --- | --- | --- | | **18+** | Age limit notice | Clear and visible; not in fine print | | **ROFUS** | Self-exclusion register reference | Reference to ability to self-exclude | | **StopSpillet** | Helpline reference | Helpline name or number | ### In bonus/promotion advertisements In addition to the standard disclosures, bonus advertisements must include: In bonus/promotion advertisements: Disclosure, Requirement, Format guidance | Disclosure | Requirement | Format guidance | | --- | --- | --- | | **Wagering requirements** | Full wagering requirement details | Directly alongside the offer | | **Benefits and restrictions** | What the player gets and any restrictions | Same medium as the offer | | **Expiry** | When the offer expires | Same medium as the offer | | **Max win / caps** | Any maximum winning limits | Same medium as the offer | | **Game restrictions** | Which games qualify | Same medium as the offer | ### Disclosure placement hierarchy For Denmark, the hierarchy of disclosure importance is: 1. **18+** – always first and most prominent 2. **ROFUS** – self-exclusion information 3. **StopSpillet** – helpline reference 4. **Bonus conditions** – if applicable, alongside the offer --- ## Bonus advertising rules Denmark has specific and strict rules for advertising bonuses and promotions. ### Core principle All bonus conditions must be disclosed **in a lucid and transparent manner directly alongside the actual offer**. This means: - Wagering requirements appear in the same visual/audio space as the bonus offer - Players do not need to click through, scroll, or navigate elsewhere to find conditions - The conditions are not in footnotes, pop-ups, or separate terms pages - TV/radio ads must include conditions in the same spot ### Individualisation prohibition Promotional bonuses **cannot be offered on individualised terms**. They must apply uniformly across player groups. This prevents: - Targeted bonus offers based on individual player behaviour - VIP-only bonuses that are not available to all eligible players - Personalised free-bet offers designed to re-engage lapsed players ### Free-to-play welcome bonus restrictions (from 2027) The 2027 reform package includes restrictions on free-to-play welcome bonuses. Operators should review their onboarding bonus structures before 1 January 2027. --- ## Playbook RG content compliance matrix Check the recorded scope The classifications below belong to a dated source module. They do not approve your operator, game, licence, channel or publication date. Verify its scope, current requirements, local disclosures and the implemented placement. [Check this module’s source dates and scope]() Assessment of Playbook RG templates against Denmark’s advertising rules. ### Compliant as-is Compliant as-is: Template, Why compliant, Notes. Recorded source assessment. Check the [source dates and scope](), current local requirements and the finished placement before relying on this classification. | Template | Why compliant | Notes | | --- | --- | --- | | How-to-play game guides | Educational, present odds accurately, no promotional claims | Add 18+ and StopSpillet to footer | | Odds comparison table | Factual odds data presented in balanced manner | Compliant – this is the kind of content Denmark encourages | | Myth-busting entries | Educational, correct misconceptions about odds | Compliant | | Core messages (Tier 1) | Entertainment-focused, informational | Add required disclosures when used in ads | | Conversation scripts | Support content, not advertising | No disclosures needed | | Staff FAQ | Internal reference | No disclosures needed | | Venue signage | RG information display | Add StopSpillet, ROFUS, 18+, DGA label | ### Requires Denmark adaptation Requires Denmark adaptation: Template, What to change, Adaptation | Template | What to change | Adaptation | | --- | --- | --- | | Email templates | Add required disclosures to footer | 18+, ROFUS, StopSpillet in every email footer | | Social media cards | Add required disclosures | 18+, ROFUS, StopSpillet visible | | Posters | Add required disclosures | 18+, StopSpillet helpline, ROFUS reference | | Rack cards | Add helpline | StopSpillet as primary helpline | | Welcome email | Add disclosures; review bonus mention | Bonus conditions alongside any offer | | Deposit email | Add disclosures; review deposit limit mention | Reference mandatory deposit limit | | RG page | Add StopSpillet, ROFUS, treatment centres | Denmark-specific support resources | ### Not usable in Denmark without modification Not usable in Denmark without modification: Template, Issue, Required change | Template | Issue | Required change | | --- | --- | --- | | Any template with persons under 25 in imagery | Under-25 ban (from 2027) | Replace imagery | | Any template positioned as a bonus ad without conditions | Conditions must be alongside offer | Add full conditions or remove bonus reference | --- *Cross-references: Denmark Compliance Module | `_brand-denmark.yml` | Messaging Framework – Warning Statement Standards | Governance* [← All compliance modules]() Educational mapping, not legal advice. Verify against the cited regulations and with counsel.