Licensed iGaming operators in Denmark now face a significantly stricter regulatory framework for marketing, following the release of new directives from the Danish Gambling Authority, the Spillemyndigheden.
The updated rules overhaul the requirements for sales promotions and general advertising, demanding greater transparency and enhanced consumer protection.
The most concrete changes apply to promotional offers and bonuses. The DGA has introduced a firm cap on playthrough requirements, which cannot exceed ten times the value of the initial stake or deposit.
Furthermore, the total value of any single promotional incentive is now limited to DKK 1,000 (approximately $155). To combat misleading advertising, all promotions must be made available to at least 100 players, preventing operators from creating a false sense of exclusivity.
The new guidance also reinforces standards for all advertising content.
Operators are now explicitly required to present gambling purely as a form of entertainment and are forbidden from using messaging that suggests it can be a path to financial success or social acceptance. This includes a clampdown on the use of celebrity endorsements that could be perceived as misleading.
A central theme of the updated framework is transparency. All significant terms and conditions attached to an offer must be clearly and prominently displayed alongside the promotion itself.
The DGA has underscored its commitment to player protection by reminding operators of their legal duty to check the national self-exclusion register (ROFUS) before distributing any direct marketing materials, including mobile push notifications.
The Danish regulator has stated that these new, clearer standards will be strictly enforced. Any failure to comply with the updated guidance could lead to severe penalties, including substantial fines and potential repercussions for an operator’s license.
