Denmark advertising rules

Sources of advertising requirements

Denmark’s gambling advertising is governed by three overlapping layers plus a major reform package:

Key distinction: Denmark vs. North American jurisdictions

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

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

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

The Spillemyndigheden publishes detailed guidance on what information operators must disclose in marketing materials.

Mandatory disclosures in all marketing

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

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)

Implementation timeline

Operators should begin adapting advertising materials in H2 2026 to ensure compliance by 1 January 2027.

Sources: iGaming Business; SBC News

Broadcast (TV / radio)

Digital (web, social media, mobile)

Print (newspapers, magazines, outdoor)

Direct marketing (email, SMS, push notifications)

In-venue (land-based casinos, betting shops)

Sponsorship

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

In every gambling advertisement

Every gambling advertisement in Denmark must include:

In bonus/promotion advertisements

In addition to the standard disclosures, bonus advertisements must include:

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

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.

Assessment of Playbook RG templates against Denmark’s advertising rules.

Compliant as-is

Requires Denmark adaptation

Not usable in Denmark without modification

Cross-references: Denmark Compliance Module | _brand-denmark.yml | Messaging Framework – Warning Statement Standards | Governance