iGaming advertising in Denmark: display, video and DOOH rules
Denmark permits advertising for Danish licensees under section 36 of the Gambling Act, with detailed Spillemyndigheden guidance on promotional offers and disclosure duties updated to versions 5.0 and 3.0 in July 2025. A bill introduced on 25 February 2026 adds a whistle-to-whistle ban around live sport, plus restrictions on stadium live-odds banners, public transport advertising and advertising near schools, phasing in between July 2026 and January 2027.
- Regulator
- Spillemyndigheden
- Minimum age
- 18+
- Last checked
- 22 Sept 2026
Rules by channel
Permitted for licensees. Banners must carry the medium-specific disclosures — age limit, helpline, self-exclusion and labelling reference — and promotional value caps apply to any offer shown.
Permitted today, but the pending bill bans gambling ads on TV and streaming services carrying live sport from ten minutes before kick-off to ten minutes after the event, phasing in between July 2026 and January 2027.
Permitted today. The pending bill adds a ban on live-odds banners inside stadiums, a ban on advertising on public transport and a ban within a set distance of schools and colleges.
Licensing and permitted advertising
Only Danish licensees may market gambling, and marketing must satisfy both the Gambling Act and the Marketing Practices Act.
- Section 36 of the Gambling Act governs marketing
- Spillemyndigheden guidance on promotional offers (version 5.0, July 2025) and disclosure duties (version 3.0, July 2025) apply
- Marketing to self-excluded players registered in ROFUS is prohibited
Audience and age rules
The minimum age is 18 and neither content nor media selection may target under-18s.
- No targeting of under-18s in audience or creative
- The pending bill would bar people who appear under 25, real or fictional, from appearing in ads
- The pending bill would also ban cartoon and animated characters and other content appealing to minors
Creative and promotion rules
Win chances must be presented accurately and promotional offers are capped by value.
- Gambling must be presented as entertainment, not as a solution to financial problems or a route to social acceptance
- A promotional offer may not exceed DKK 1,000 in value
- Where a deposit requirement applies, the offer value must equal 100 percent of that requirement
- Terms must be disclosed adjacent to the offer at first presentation, with at least 60 days to meet wagering conditions
Mandatory disclosures and pending changes
Disclosure duties are medium-specific, and a substantial package of new restrictions is in progress.
- Ads must reference the age limit, the StopSpillet helpline, ROFUS self-exclusion and the Spillemyndigheden labelling scheme, with specific rules for banners, SMS, radio and podcast
- 25 February 2026: bill introduced for a whistle-to-whistle ban, phasing in July 2026 to January 2027
- The bill also covers influencer marketing, stadium live-odds banners, public transport ads and advertising near schools
- Work on a second package of restrictions is already under way
Sources
Every campaign we run in Denmark is gated on licence, market and age before the bid, with creative and placement checks applied per channel and placement-level evidence in reporting. This brief is a planning summary, not legal advice — confirm the current rules with the regulator before launch.
Book a Strategy Call