Denmark: advertising for bookmakers banned during sports broadcasts

Advertising for sports betting operators will be banned ten minutes before, during and ten minutes after sports broadcasts in Denmark from 01/01/2027, under a draft reform of the law governing gambling published and committed to by the Ministry of Finance on 24/10/2025.

A ban on bookmakers advertising themselves as shirt sponsors of Danish clubs, which was once under consideration, is not among the measures adopted. It should be noted that only two first division (Superligaen) football clubs have such contracts in 2025-26: FC Copenhagen (with Unibet) and Brøndby IF (with Betano). Advertising for sports betting will also continue to be permitted inside Danish stadiums, with the exception of the promotion of real-time odds during matches.

Other provisions included in this reform include: a ban on "authority figures" (celebrities, coaches, etc.) or persons under the age of 25 from appearing in advertisements for sports betting, as well as a ban on advertising displays for sports betting operators within 200 metres of schools. These measures aim to "reverse the rise in gambling addiction…