Spillemyndigheden, the Danish Gambling Authority, has announced stringent new advertising measures to be attached to the Danish Gambling Act.

A political agreement has been approved which will see Spillemyndigheden enforce a new ‘Code of Conduct’ for all licensed gambling incumbents to adhere to, beginning 1 July 2019.

Denmark’s new code seeks to establish a definitive benchmark on gambling industry practices, with regards to advertising, reducing problem gambling harms, combined with comprehensive consumer protections.

On advertising, the new code will enforce operator limits on TV adverts, with all gambling marketing forced to display under-age warnings. Furthermore, gambling TV adverts will not be broadcast on the same ad-slots as payday loans or credit services.

Licensed Danish online gambling operators must also have the capability to switch off digital marketing campaigns that may be deemed to have advertised to younger audiences.

Protecting consumers, the Code requires Danish incumbents to show full transparency on customer promotions and incentives, with the authority further requiring operators and games developers to service customer warnings on game time and wagering habits.

The enforcement of the code by online gambling incumbents will be monitored by the Danish Online Gambling Association (DOGA). Whilst licence holders in the area of gaming machines will be monitored by the Dansk Automat Brancheforening (Danish gaming machine industry association) and land-based casino by the Dansk Kasinoforening (Danish Casino Association).