“Gaming Package 1: A More Responsible Gaming Market,” a new policy initiative aimed at strengthening responsible gambling regulations and lowering gambling-related harm, especially among youth, has garnered widespread cross-party support from Denmark’s government.
Supported by representatives of ten political parties, the agreement adds new research projects, more stringent advertising regulations, and enhanced player protections. It represents a concerted national initiative to lower gambling exposure and encourage safer market practices.
Stronger Advertising Restrictions
A central measure of the new package is an expanded “whistle-to-whistle” ban on gambling advertisements. Under the proposed law, gambling promotions will be prohibited from 10 minutes before the start of a sporting event until 10 minutes after it concludes.
In order to prevent marketing from unduly appealing to children or vulnerable audiences, the use of influencers and celebrities in gambling advertisements will also be prohibited. These actions are a reflection of the public’s growing concern about the prevalence of gambling in the media and sports, as well as the impact of well-known individuals on younger audiences.
Minister of Taxation Ane Halsboe-Jørgensen said the reforms are an important first step in protecting children and young people from the risks associated with gambling. She emphasized that influencer and celebrity marketing had made it “all too easy to be lured into addiction,” highlighting the need for tighter controls and clearer boundaries for operators.
The new measures also take into account recommendations from the Youth Gaming Panel, which contributed to the policy discussions through its research on gambling behaviors among young people.
Research, Oversight, and Long-Term Strategy
In addition to limiting advertising, the policy package suggests setting up a special research fund to finance studies on gambling addiction and prevention. The fund will guarantee that interventions continue to be successful over time and assist the government in building a stronger evidence base for policymaking.
The changes are in line with more general regulatory trends in Europe. In order to safeguard younger audiences, the Advertising Standards Authority in the UK has strengthened regulations regarding celebrity participation in gambling promotions.
The Ministry of Taxation claims that Gaming Package 1 is the initial phase of a larger national strategy meant to encourage responsible gaming and ensure that regulations stay up to date with changes in the market. The government has hinted that, as it works to improve oversight and public health protections, more actions might be taken.
Source: Gambling Insider