Key Moments:
- Ten political parties have endorsed Denmark’s new responsible gambling initiative, “Gaming Package 1: A More Responsible Gaming Market.”
- The policy package introduces stricter advertising regulations, including a whistle-to-whistle ban and prohibitions on celebrity and influencer promotions.
- A dedicated research fund and player protections are set to bolster evidence-based policymaking and safeguard youth from gambling harm.
Comprehensive Overhaul of Gambling Regulations
Denmark unveiled “Gaming Package 1: A More Responsible Gaming Market,” and ten parliamentary parties immediately backed the new framework. The initiative aims to strengthen responsible gambling rules and, more importantly, reduce harm among young people. It also intends to reshape how Denmark oversees gambling.
Enhanced Advertising Controls to Protect Youth
One of the key components is the implementation of an expanded whistle-to-whistle ban on gambling advertisements. The new rule bans gambling ads from 10 minutes before a sporting event until 10 minutes after it ends.
To further shield children and other vulnerable groups, the agreement bars the use of influencers and celebrities in all gambling advertising. Moreover, this measure directly responds to growing public concern over young people’s exposure to gambling ads and celebrity influence.
Minister of Taxation Ane Halsboe-Jørgensen stated that the reforms serve as a vital initial step toward shielding children and youth from gambling-related risks. She pointed out that influencer and celebrity-driven marketing has “all too easily” enticed individuals into addictive behaviors, underlining the need for more stringent regulation and clarification for operators.
The package also draws on recommendations from the Youth Gaming Panel, whose research on youth gambling trends guided the policy’s creation.
Research Fund and Long-Term Policy Vision
In addition, the plan introduces a dedicated research fund to support studies on gambling addiction and prevention strategies. This funding is intended to ensure that intervention efforts remain effective and provide a stronger evidence base for future policy decisions.
These reforms form part of a wider European trend toward stricter gambling oversight. The policy notes that, in the United Kingdom, the Advertising Standards Authority has already implemented tighter restrictions concerning celebrity involvement in gambling promotions to enhance protections for younger audiences.
According to the Ministry of Taxation, Gaming Package 1 marks only the first phase in a broader national strategy to foster responsible gaming. Finally, the government plans to take additional steps to strengthen oversight and improve public health outcomes in the gambling industry.
- Author
Daniel Williams
