The legislative package, titled Gambling Package 1 – A More Responsible Gambling Market, introduces several curbs on gambling promotion. Among the most notable is a whistle-to-whistle ban covering all sporting events, prohibiting gambling ads from 10 minutes before a match begins until 10 minutes after it ends.

The new framework also forbids the use of celebrities in gambling advertisements and restricts marketing that could appeal to minors. In addition, the plan includes funding for new research into gambling behavior and addiction prevention.

Danske Spil CEO Nikolas Lyhne-Knudsen said the operator strongly supports the initiative, noting that responsibility has long been a central principle for the company. “It is both good and important that this new agreement raises the bar for responsibility,” he said. “The ambition to protect young people is one we share and have already worked toward. Danske Spil has taken the lead in making the gambling market more responsible, and we already have experience with several of the initiatives now included in the agreement. For many years, we have voluntarily applied a whistle-to-whistle ban and do not advertise live odds on TV or stadium billboards.”

The agreement was reached through cross-party cooperation, involving the government and a wide parliamentary coalition including the Social Democrats, Venstre, the Moderates, and the Socialist People’s Party.

Anders Kronborg of the Social Democrats said the new restrictions are part of a broader effort to shield vulnerable groups from gambling-related harm. “For the Social Democrats, the main focus has been to protect, prevent and support children and young people in relation to gambling problems,” Kronborg said. “With this agreement, we’ve taken an important first step, with solid funding, advertising restrictions and several key initiatives that will help reduce harm. It has also been crucial to ensure that the support reaches all parts of the country.”