Denmark Cracks Down on Gambling Ads
Trends
Recently the Danish parliament approved a sweeping package of reforms aimed at the gambling industry & advertising. Among the headline changes: a “whistle-to-whistle” ban on gambling advertising during live sports broadcasts (from 10 minutes before kickoff until 10 minutes after the final whistle) and stricter rules around outdoor ads, influencer marketing and bonus offers.
Ads on public transport and within 200 metres of schools or youth institutions are banned, and anyone under 25 cannot feature in gambling marketing. Operators will also see tighter controls on how they promote, and the regulator Spillemyndigheden is being granted stronger enforcement powers.
Why this matters for you as an affiliate
Since your traffic and offers may target Denmark (or borrow insights for similar markets), here’s how you should adjust:
- Creative & placement overhaul
If you’re pushing ads around sports content, particularly live broadcasts, that could be a red flag. The new rule means your sports-linked promos may need major tweaks—or move away from live sport windows entirely. - Influencer and social media caution
If you work with influencers or promos that look like youth-oriented, entertainment-style gambling ads, watch out. Anyone under 25 featuring in content or excessive celebrity/streamer-driven gambling messaging is likely non-compliant. - Offer & bonus alignment
“Free-money” style welcome offers may be restricted. Operators will lean toward safer, transparent bonus structures. That means as affiliate you’ll want to pick brands offering compliant bonus models. - Site & channel compliance
Even your landing pages or banners for Danish traffic must avoid proximity to schools, public transport advertising, or mass broadcasting spots during protected times. Check that the operator is licensed in Denmark and that your traffic origin is Danish-compliant. - Diversify traffic and geos
If Denmark is tightening, other markets may follow—or already have. Having alternative traffic flows (non-sports, SEO, affiliate content, non-Danish geos) gives you resilience.
What you can do tomorrow
- Audit your Danish campaigns: check placements, influencer usage, bonus messaging, timing relative to sports events.
- Update creatives for Danish traffic: remove live broadcast promos, ensure no under-25 featuring, avoid “get rich quick” language.
- Speak to your operator partners: confirm they’re Danish-licensed or compliant with Danish rules; request Norwegian/Swedish style compliance docs if needed.
- Build a back-up plan: if you find Danish traffic becomes restricted/expensive, shift emphasis to channels less exposed to sports-broadcast ad rules.
- Document compliance: keep records of landing pages, creatives, influencer contracts — all good for operator due diligence.
