The Danish government’s proposal for a comprehensive advertising ban is facing opposition from a local trade association as new restrictions are being considered.  Local media reported that Anne Juel Jørgensen, head of children and young people at Danske Bank, advocated for Taxation Minister Jeppe Bruus to enforce a “total ban on gambling advertising.”  Jørgensen cited the success of such measures in Norway and emphasized the support from experts and the public for this initiative.  However, Morten Ronde, CEO of the Spillebranchen trade association representing 20 gambling companies including Entain, Bet365, and state-owned Danske Spil, contested this viewpoint in a piece published over the weekend.   While agreeing on the need to address youth gambling, Ronde pointed out that Norway serves as a role model only in terms of banks rejecting transactions from illegal gambling providers.   He highlighted past resistance from Danish banks to rules on blocking payments and noted that even with such measures, Norwegian state-owned operator Norsk Tipping still advertises, and many Norwegian gamblers use unlicensed sites.  Jørgensen also referenced recommendations from a “youth gambling panel,” comprising 14 students, streamers, and influencers, which included calls for a ban on gambling advertising, increased accountability for platforms, and clearer regulations for gambling influencers.   Taxation Minister Bruus acknowledged the importance of these recommendations for upcoming negotiations. 

Concerns on illegal gambling ads raised 

Meanwhile, Anja Philip, chair of the Danish Consumer Council (DCC), urged Bruus to address illegal gambling advertising on social media and curb aggressive marketing tactics.  Philip also emphasized the importance of responsible marketing for legal gambling, without advocating for a complete ban, as outlined in her March 1 statement. 

Gambling revenue slightly up in 2023 

According to the Danish gambling regulator Spillemyndigheden, gambling revenue in Denmark increased by 1 percent to DKK 6.8 billion (€912 million) in 2023.   Online casino revenue contributed significantly, accounting for 45.28 percent of all Gross Gaming Revenue (GGR) at DKK 3.077 billion (€1.06 billion), marking a 5.95 percent increase from 2022.  In contrast, betting revenue decreased by 5.91 percent to DKK 2.180 billion.   Gaming machine revenue saw a modest rise of 1.79 percent, reaching DKK 1.176 billion, while land-based casino revenue experienced a more notable increase of 3.63 percent, reaching DKK 362 million.