News New Rules for Gambling Companies in Denmark

New Rules for Gambling Companies in Denmark


Gambling operators with a license to provide services to Danish customers will face tougher restrictions on advertising from the start of next month.

This week the Danish gambling regulator Spillemyndigheden has issued a reminder to all licensed incumbents that the new marketing rules will take effect from 1 April 2020.

The rules were drawn up back in January, when Spillemyndigheden approved an executive order that added more requirements to the country’s gambling code associated with the marketing of gambling products. The new rules mandate that all gambling incumbents in the Danish sector, including online and retail operators, have to inform customers of a number of features and tools in all of their advertising material. These include references to age limit requirements, a link to the regulator’s problem helplines, and the promotion of the national self-exclusion service.

At the same time, the regulator has emphasised that the requirements outlined in its executive order are to be enforced in all marketing channels and for all gambling products.

The requirements will also require all operators in the sector to display their licence ID numbers in their retail and online material. In response to concerns raised about the rules, the regulator have said that they will be releasing clear guidance on how to implement the rules, with examples for all formats of media, though it was not clear when this guidance would be released.

Denmark is widely seen in the European gambling sector as a good model, with its regulations based on co-operation between authorities and the industry. But in recent months, the regulator has been stepping up its efforts to introduce better standards, particularly around marketing and advertising. At the end of 2019 it also released a number of new measures designed to do more to tackle problem gambling in Denmark.


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