Introduction

On 24 October 2025, a broad political coalition in Denmark (the “Coalition”) reached an agreement entitled "Gambling Package 1: A More Responsible Gambling Market" (Spilpakke 1: Et mere ansvarligt spilmarked) (the “Gambling Package”), bringing together the Government and all the parties, save one, to address what they consider “the alarming rise in gambling addiction, and to strengthen protections for vulnerable groups”.

The Coalition considered it particularly troubling that so many young people were either gambling underage and/or struggling to control their gambling behaviours thereby becoming addicted to gambling at a very young age. The Coalition have therefore agreed to create a Gambling Package which creates a framework for combating gambling through research, prevention and treatment.

Enhanced Protection for Children and Young People

Despite it being illegal for persons under 18 to gamble, the most recent survey shows that 25,000 under 18s have some degree of gambling problems, with 2,600 having serious gambling problems. This is especially concerning considering that operators holding a Danish online gambling license have a duty to ensure that no one under the age of 18 gamble.

The key protective measures in the Gambling Package include:

• A ban on gambling advertisements on public transport and within a 200-metre radius of schools and youth education institutions;
• A prohibition on persons under 25 years of age appearing in gambling advertisements;
• Expanding gambling law marketing rules to cover influencers, affiliates and others, enabling the Gambling Authority (the DGA) to impose penalties on all parties for violations;
• Requirements for gambling operators to use age filters on social media to ensure content is not targeted at those under 18;
• Clarification that gambling marketing must not use figures, animations or dolls that particularly appeal to persons under 18, nor actors from existing children's universes;
• Blocking access to gambling sites at schools and youth education institutions; and
• An annual allocation of 8 million DKK (approx. EUR 1 million EUR) from 2027 for treatment services targeted at persons under 18.

New marketing restrictions

New marketing restrictions include:

• An extended "whistle-to-whistle" ban on gambling advertising on television and streaming during live sports transmissions, applying from ten minutes before the sports event until ten minutes after the sports event, alongside a ban on live odds updates on banners at sports venues during events;
• A ban on using influential figures in gambling advertisements. This includes current or former professional athletes, well-known public figures, and individuals with large social media followings;
• Clarification that gambling must be marketed as ‘entertainment’, and not portrayed as being a priority over family and friends, work or education, as the cause of social interaction, or making gamblers seem smarter or more popular; and
• A ban on offering free gambling as a welcome bonus

Strengthened Treatment for Gambling Addiction

Currently, research, prevention and treatment of gambling addiction are administered in one joint pool. This means that funding in one area e.g. research reduces the amount of funding available in another area e.g. treatment. Therefore, some initiatives have been established to increase funding for treatment, specifically. These initiatives include:

• The gambling addiction pool exclusively going to prevention and treatment, with research funding being secured through a separate, dedicated, research pool;
• Fixed and longer grants for gambling addiction treatment to provide greater financial certainty and longer planning horizons for treatment centres;
• An additional 8 million DKK (approximately 1 million EUR) for gambling addiction treatment to ensure established centres do not experience funding issues;
• Greater choice regarding exclusion periods in ROFUS (Register of Voluntarily Excluded Gamblers), with new options for temporary exclusion from gambling for one year and permanent exclusion from gambling, which can only be reversed after five years;
• The ability for persons under 18 to register in ROFUS with effect from the day they turn 18, with parental or guardian consent;
• A voluntary option to attach a parent or guardian to the ROFUS registration (a relative function); and
• The introduction of a general duty of attention and action for gambling operators which extends the obligation on gambling operators to take measures against gamblers at risk of developing problematic gambling behaviour to all games which require a license from the DGA.

Improved Prevention of Gambling Addiction

The initiatives established to improve prevention measures include:

• An increase in available funding. This has been achieved by allocating further funds to the DGA to address limited general knowledge amongst children and young people, parents, relatives and professionals such as teachers;
• A ban on using effects that create the illusion of winning despite either losing money, or only getting your stake back. Specifically, online slot machines are now prevented from presenting ‘winnings’ that are less than or equal to the stake using the same effects as actual winnings;
• A ban on purchasing direct access to bonus games on slot machines; and
• The GDA developing a new app which gives gamblers an overview of their total gambling consumption across online and physical gambling operators

Increased Control and Sanctions

The Coalition have agreed to strengthen the DGA supervisory powers and provide better opportunities to impose sanctions for violations, alongside clearer principles and criteria for calculating fine amounts.

The DGA will have the authority to block illegal affiliates, alongside working to ensure illegal gambling sites are removed.

Simplified Rules and Administrative Improvements

Key improvements include:

1. the elimination of temporary gambling accounts, as immediate verification with the Danish app “MitID” is now possible;
2. a new licensing structure for slot machine providers with licences issued for installation and operation throughout the country, rather than for specific addresses; and
3. the replacement of manager approvals with dealer licences for land-based gambling.

Conclusion

The Gambling Package has the character of a voting agreement, with the Coalition committing to vote for the bills that implement the Gambling Package’s content. Bird & Bird continue to monitor this space and will keep you informed of further changes to the Danish gambling market.