Gambling providers, who hold licences to provide gambling in Denmark, must comply with the rules on marketing stipulated in the Danish Act on Gambling. Furthermore, the marketing must also be in accordance with the Danish Marketing Practices Act. 

The Danish Act on Gambling - Cosolidation Act No. 1494
Af 06 Dec 2016

The Act covers all games except poker tournaments

According to the Danish Gambling Act, the marketing:

  • Shall present the chance of winning in a correct and balanced manner that does not give the impression that the chance of winning is greater than it actually is
  • Shall focus on gambling as a form of entertainment
  • Shall neither in form of communication or choice of media, target children and young people under the age of 18
  • Shall not by using well-known personalities, contrary to the truth, imply that participation in gambling has contributed to the their success
  • Shall not have a content that conveys the impression that participation in gambling activities promote a solution to financial problems or the player’s social acceptance

The above follows from the Danish Act on Gambling, section 36, subsection 1, no. 1.5. 

Compulsory disclosure of conditions when marketing a bonus offer

Guidelines regarding compulsory disclosure of conditions when marketing a bonus offer

About bonuses

When marketing bonus offers, the gambling provider shall ensure that all conditions are disclosed in a lucid and transparent manner directly alongside the actual offer. This means that all terms and conditions including benefits and restrictions must be appear from the offer at its first presentation and in the same medium as the advertising takes place. Read more about the rules on marketing on the guidance on Compulsory disclosure of conditions when marketing a bonus offer.

If you wish to file a complaint about a gambling provider’s marketing

The Danish Gambling Authority does not handle specific disputes. The Danish Gambling Authority’s role is to supervise that the gambling legislation is complied with and that gambling is provided in a fair, responsible and transparent way. 

Read more about complaints

No thank you to marketing

If you do not wish to receive marketing from a gambling operator, you must unsubscribe on the gambling provider’s website or call them. 

If you have excluded yourself from gambling via ROFUS (the register of self-excluded persons) after January 2017, you can choose to decline marketing from all licencees of the Danish Gambling Authority.

Illegal marketing

If a gambling provider does not hold a licence to provide gambling in Denmark, the provider must not market its gambling offers in neither print, electronic, nor social media. 

Report illegal marketing

If you find illegal marketing for gambling, you can contact the Danish Gambling Authority in the following ways:

  • Use our contact form under the menu “contact” in the main menu 
  • Call us on tel. no. +45 72 38 79 13

It would be very helpful to us if your report includes the domain name/name of the medium/address of the operator including the date of when you saw the advertisement. We would also appreciate if you attach documentation of the illegal offer or advertisement. 

What happens to the report?

Your enquiry will be part of our supervision of the gambling market where we examine whether advertising for or supply of gambling without a licence has taken place.
Gambling operators who provide gambling without a licence will receive a notice of contravention to stop the illegal gambling. Ultimately, we may take a district court action in order to block the website in question or report the provider to the police.

Likewise, media that advertise gambling or gambling operators without a licence will receive a notice of contravention to stop the illegal advertising. If the media does not stop the illegal advertising, it will be reported to the police.

Who has a licence to provide gambling in Denmark?

See the list of gambling operators with a licence to provide online gambling in Denmark