Tightening of Gambling Advertising Rules in Denmark
On July 15, the Danish Gambling Authority, Spillemyndigheden, released updated guidelines for gambling promotion — publishing the third version of its marketing disclosure rules and the fifth version of its promotional guidelines.
Key Changes in the Guidelines
The updates aim to increase transparency in advertising and better regulate various marketing practices within the gambling sector. Below are the key changes:
- Terms and conditions must now be included in SMS messages, banners, radio ads, and podcasts.
- New definitions have been introduced for:
- Cashback
- Loyalty programs
- Gambling challenges
- Clarified requirements for enhanced odds promotions.
- It is now prohibited to target inactive players with promotional offers.
- Established new evaluation criteria for operators’ social media marketing.
Expanded Overview of Promotional Types
The third and fifth versions of the guidelines offer detailed descriptions of various types of promotions, including:
| Promotion Type | Description |
|---|---|
| Enhanced Odds | Operators must clearly state the specific terms and associated risks of such offers. |
| Gambling Challenges | Clear objectives and participation rules must be outlined. |
| Cashback | Operators are required to disclose the calculation formula and conditions for receiving cashback. |
Bonus Rules and Self-Exclusion Requirements
- The maximum bonus cap remains at €134.
- Bonus wagering requirements have been clarified to ensure players fully understand the terms.
- Before launching any marketing campaign, operators are required to check the ROFUS register — Denmark’s national self-exclusion database.
Record Number of Illegal Sites Blocked
In June, the regulator blocked 178 illegal gambling sites, marking the largest single crackdown since 2012. This move highlights Spillemyndigheden’s commitment to enforcing gambling laws.