Denmark has officially notified the European Commission (EC) of new supervisory and technical powers sought by Spillemyndigheden, the national gambling regulator, along with amendments to the gambling marketing regulations. The notification triggers an EU review process to evaluate whether the proposed measures comply with internal market and competition laws. The amendment restricts gambling advertisements, expands enforcement jurisdictions, and updates the regulations for land-based gambling.
Denmark Submits TRIS Notification for Amending the 2012 Gambling Act: Key Insights
- The Danish Gambling Authority has notified the European Commission of proposed reforms for tightening gambling advertising rules and expanding supervisory powers. The submission triggers an EU review under the TRIS procedure to assess compliance with internal market rules.
- The draft law significantly limits gambling advertising, including a ban during live sports broadcasts and restrictions near schools and public transport. It proposes content limits, age-based targeting rules, and further regulation of social media and affiliate marketing across Denmark’s online gambling sector.
- The reform aims to strengthen enforcement by blocking illegal gambling advertising and empowering the regulator to penalise violations. It could modernise land-based gambling rules and expand regulatory oversight, with the Commission due to respond by 14 April.
EU Review Triggered by TRIS Notification
On 13 January, Spillemyndigheden submitted a notification to the European Commission’s Technical Regulation Information System (TRIS), formally launching the EU-mandated standstill and review process. Under EU law, Member States are required to notify the EC of draft technical regulations, enabling officials to analyse the legislation for compatibility with EU standards.
The process also allows other EU member states to comment on the legislation before it is adopted. Through this submission, the Danish Gambling Authority has initiated a discussion on expanded supervisory and enforcement powers linked to draft provisions in Denmark’s proposed Marketing and Advertising Law.
The draft legislation has yet to receive the parliament’s final approval, although the broader reform of marketing and advertising rules appears to have broad political backing. The European Commission has set a standstill deadline of 14 April to respond to the notification. The reform is part of a wider government initiative to regulate online casinos in Denmark.
Denmark’s online gambling sector has expanded significantly in recent times. In October, the gambling regulator announced a 3.38% year-over-year (YoY) decline in Gross Gaming Revenue (GGR), due to lesser land-based betting activity. Revenue from the online casino sector had cushioned the blow, motivating authorities to modernise regulations.
Advertising Restrictions Targeting Gambling Exposure
The updated marketing restrictions, which are scheduled to take effect in 2027, aim to reduce the volume of gambling advertising across Danish media channels. It introduces safeguards to ensure advertising is directed only at adults aged 25 and over, while limiting how and where gambling can be promoted.
One key measure is a “whistle-to-whistle” advertising ban covering live sports events from 10 minutes before kick-off until 10 minutes after the match has ended. The draft law also restricts marketing content by banning portrayals of gambling as a lifestyle choice and prohibiting endorsements by celebrities, athletes, and influencers.
The amended law also proposes to ban gambling advertising within 200 metres of schools and youth education institutions, as well as on public transport and other public areas. The guidelines for governing social media and affiliate marketing are under evaluation and are expected to be clarified during the legislative process.
Regulator to Get Expanded Powers Amid Market Modernisation Drive
In its TRIS submission, Spillemyndigheden has requested the Commission to assess the proposed supervisory measures that would expand its authority across media and marketing channels. These include a legal basis to block illegal gambling advertising linked to operators not authorised under Denmark’s Gambling Act. In July, the gambling regulator blocked 178 online casinos for illegally targeting Danish consumers.
The draft law would also clarify the gambling watchdog’s power to issue administrative injunctions and introduce clearer principles and criteria for calculating fines. For land-based gambling, the Authority has proposed revising certain definitions under the Danish Gambling Act of 2012.
Proposed measures include removing the term ‘gaming shop’ and interpreting ‘gaming hall’ in a way that combines both categories into a simpler framework. Additional proposals include replacing manager authorisation with dealer authorisation, expanding the definition of games covered by regulation, and introducing a duty of care requiring operators to monitor players more closely.
Responsibility for guiding the legislation now lies with Denmark’s new Tax Minister, Ane Halsboe-Jørgensen, who has expressed support for stronger protections for young people and consumers. The parliament has already rejected earlier proposals for a blanket ban on gambling advertising and sports sponsorship, meaning that they cannot be reintroduced under the current process. All eyes are now on the EC’s final evaluation report.