The Danish Gambling Authority (DGA) has released the latest version of its advertising and promotion guidelines, imposing stricter compliance requirements on licensed gambling operators. This revision covers the "Disclosure Obligations Guide 3rd Edition" and the "Promotional Activities Guide 5th Edition," emphasizing transparency, consumer protection, and the safeguarding of vulnerable groups.
According to the new rules, all advertisements must accurately reflect the odds of winning and clearly define gambling as an entertainment activity. Advertising content must not imply that gambling can lead to financial success or social status, especially prohibiting misleading celebrity endorsements. Promotional content such as enhanced odds, game challenges, etc., must display key terms alongside the offer to avoid implicit misleading.
Furthermore, promotional conditions have been further restricted: the reward amount must not exceed 1,000 Danish Kroner (about 155 USD), game requirements must not be higher than 10 times the original bet, and offers must be directed to at least 100 players to avoid creating false exclusivity. Operators must also consult the national self-exclusion register system (ROFUS) before sending any gambling-related push notifications, SMS, or alerts, to avoid marketing to users who have applied for exclusion.
The guidelines also specify punitive measures: operators violating the regulations will face fines or even revocation of their licenses. This move is consistent with the trend of strengthening gambling advertisement regulations in other European countries. On the same day, the Dutch Gambling Authority (KSA) also announced that it would take tougher enforcement actions against media and platforms promoting illegal gambling. This update by Denmark marks its continued tightening stance in the regulation of the European gambling market.
