The Danish Parliament has reached a broad consensus on two major legislative changes that will fundamentally reshape the country’s gambling landscape: Gaming Package 1, focused on aggressive advertising, and a new Banko Bill, designed to regulate traditional community games.

These reforms signal a government-backed commitment to enhanced consumer protection, particularly for young audiences, and a reduction in the sector’s public visibility.

The Gaming Package 1: Curbs on Aggressive Marketing

Approved in late 2025, the “Gaming Package 1: A More Responsible Gambling Market” introduces a stringent new framework for gambling advertising, with full enforcement scheduled for January 1, 2027. The measures are aimed at curbing overly aggressive promotional tactics and shielding children and young people from gambling exposure.

Strict Advertising Restrictions

The core of the package introduces several significant limitations that affect media, sports organizations, and operators:

  • Extended ‘Whistle-to-Whistle’ Ban: Gambling advertisements will be prohibited during live sports broadcasts, applying from ten minutes before the event starts until ten minutes after the final whistle. This closes previous regulatory loopholes.

  • Influencer and Celebrity Ban: The use of well-known public figures, current or former professional athletes, and individuals with large social media followings (often called “gamefluencers”) in gambling advertisements will be banned.

  • Age and Location Restrictions:

    • No one under the age of 25 may appear in gambling advertisements.

    • Ads are banned within a 200-meter radius of schools and youth educational institutions.

    • Gambling advertisements are prohibited on public transport.

  • Digital Safeguards: The Gambling Act will be amended to mandate the use of age filters on all social media gambling advertisements, ensuring content is not targeted at those under 18.

  • Bonus Prohibition: The offering of “free money games” as a welcome bonus will be prohibited.

Tax Minister Ane Halsboe-Jørgensen emphasized that the package is “a significant first step to protect children and young people in particular from gambling problems and an overly aggressive gambling market.”

Banko Bill: Regulating Community Bingo

In a separate but complementary move, Denmark is preparing to regulate a cherished national tradition: Banko (Bingo) played over local radio and via walkie-talkies. The new Banko Bill seeks to formalize the activity under the Gambling Act without burdening small community organizers.

A Light-Touch Licence for Local Groups

The new regime, expected to be implemented from January 1, 2026, creates a specific, non-commercial gambling category tailored for small associations and local stations:

  • Low Annual Fee: The license will cost a minimal DKK 1,000 (approx. €140) annually, a fraction of a full online casino licence fee.

  • Turnover Cap: Annual turnover will be strictly capped at DKK 1 million (approx. €140,000) to ensure the activity remains community-focused and non-commercial.

  • Prize Return: Organizers must return a minimum of 80% of stakes as prizes.

  • Taxation: Any remaining profit after payouts will be subject to a 28% levy, aligning with broader Danish gambling tax rules.

This bill allows the Danish Gambling Authority (Spillemyndigheden) to oversee the activity and apply core consumer protection standards, while ensuring the tradition remains a viable source of community fundraising, particularly in rural areas.

Increased Enforcement and Industry Impact

The Danish Gambling Authority (Spillemyndigheden) will be tasked with enforcing all new regulations. Its powers will be expanded to include:

  • The authority to block and sanction illegal affiliates and unlicensed operators.

  • A clearer mandate to impose penalties on non-compliant advertisers, influencers, and operators.

While Denmark is not adopting the total advertising bans seen in countries like Spain or Italy, the reforms represent one of the most significant overhauls to its regulated market since 2012. The industry must now rapidly adapt its marketing strategies and content creation to meet the new standards of responsibility and compliance by the 2027 deadline.