Denmark submits bill to restrict gambling ads and ban affiliate revenue share

Denmark's government has resubmitted a bill to parliament that would further restrict gambling advertising and prohibit affiliate revenue share agreements. The proposal revives a plan from the Ministry of Taxation that Denmark's political parties agreed in October 2025, which was halted by a snap general election.

Advertising for gambling would be barred from television and streaming services during a window that opens ten minutes ahead of a sporting event and closes ten minutes after it finishes. The same prohibition would cover public transport, and any public area lying within 200 meters of a school. Interiors of stadiums, sports arenas, sports halls and shops situated within that 200-meter radius would fall outside the definition of “public space”.

The proposal would also ban the use of celebrities and role models in marketing and affiliate payments based on turnover. Liability for breaches of the marketing rules would extend to influencers and affiliates.

The draft law would permit dice and wheel of fortune among the games authorised for the competitive online gaming market, while keeping them out of the lottery monopoly. Land-based gaming rules would receive small adjustments, and the Danish gambling regulator would gain stronger tools against illegal gambling.