The Denmark government has reached an agreement to ban gambling ads during live sports broadcasts and introduced a host of other marketing restrictions for the sector. The measures are expected to be implemented no later than 1 January 2027.
On Friday, the Danish parliament passed its ‘Gaming Package 1’, aimed at preventing gambling addiction and strengthening the protection of children against gambling harms.
The package will introduce a whistle-to-whistle ban on gambling ads during live sports broadcasts, starting 10 minutes before the event and ending 10 minutes after the games conclude.
This will include bans on live odds being displayed across banners in stadiums and a restriction on the use of celebrities and influencers in gambling ads.
