Denmark’s Big Advertising Shift — What iGaming Affiliates Must Know

27 Oct 2025 Updated: 27 Oct 2025
By Bill Robertson
Trends
Denmark is gearing up for one of its most significant reform packages in the gambling-ad space. Under the so-called Gaming Package 1, Danish lawmakers have agreed on sweeping restrictions to gambling marketing, set for phased implementation with full effect by 1 January 2027.

What’s Changing in Denmark

Here are some of the key measures affiliates should be aware of:

  • A “whistle-to-whistle” ban on gambling advertising around live sports broadcasts — from 10 minutes before kick-off until 10 minutes after the final whistle.
  • Restrictions on using influencers, well-known personalities or people under 25 in gambling ads.
  • Adverts banned in public transport and within 200 metres of schools or educational institutions.
  • Stricter rules on bonus offers (for example, “free-money” welcome bonuses may be prohibited).
  • All marketing must clearly present gambling as entertainment, not a fix for financial problems, must not target minors, and must include proper disclosures.

Wider European Context

Denmark’s move is part of a broader European trend — regulators are tightening rules on iGaming advertising, especially where it intersects with sports, social media, influencers, and youth exposure. Many European jurisdictions are now demanding clearer disclosures, stricter age filtering, and transparent bonus terms.

What Affiliates Should Do Now

Affiliates operating in Denmark or targeting European markets should proactively adapt strategies:

Review your Danish-facing campaigns: Ensure that creatives comply with upcoming Danish rules – no “free money” pitches, no under-25 or influencer-led campaigns that violate local constraints.

Segment by market: Messages that work in one European country may be non-compliant in another. Tailor creatives, promo types and bonus models per jurisdiction.

Choose compliant operators: Work only with programs that are fully licensed and maintain transparency across jurisdictions. The stricter regulatory environment means operators will favour affiliates who can deliver clean, compliant traffic.

Focus on content & channels that remain viable: e.g., non-live-sports ad windows, non-influencer driven promotions, highly localised messaging with age filters in place.

Plan for enforcement: With powerful regulators backing these changes, non-compliance could lead to flash bans, blocked campaigns or loss of affiliate partnerships.

Looking for affiliate programs that align with regulated European markets and proper marketing practices?
Check out the curated list here: Top Gambling Affiliate Programs

Staying ahead of the curve now will set you up for long-term success in Europe — the market is shifting, and affiliates who adapt first will have the advantage.

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