Denmark updates marketing guidelines
This update introduces clarifications and new requirements for gambling operators holding Danish licences.
Key points:
– The Danish Gambling Authority has updated its marketing and sales promotion guidelines to versions 3 and 5, clarifying disclosure rules
– Playthrough requirements and promotional limits are now more strictly defined, with enhanced transparency for consumers
– Operators must consult Denmark’s self-exclusion register (ROFUS) before sending any gambling-related marketing materials
The Danish Gambling Authority (DGA) has published new updates to its guidance on the duty of disclosure and sales promotions.
Released earlier today, the revisions provide clearer requirements for licensed operators promoting gambling services in Denmark.
Under the updated guidance – now in version 3 for duty of disclosure and version 5 for sales promotion – operators must ensure all advertising accurately represents chances of winning, positions gambling strictly as entertainment and avoids targeting minors.
Additional restrictions prohibit implying that gambling leads to financial success or social acceptance, particularly through the use of celebrity endorsements that could mislead consumers.
Notably, the revised rules expand on how sales promotions, such as boosted odds or game challenges, should be presented. Key conditions must be communicated transparently, with all significant terms visible alongside the offer.
Good to know: Playthrough requirements are now capped at 10 times the initial stake, and promotional offers must be extended to at least 100 players to prevent misleading exclusivity
The guidance also reiterates strict limitations on the value of promotional incentives, which cannot exceed DKK 1,000 ($155), and details how operators should handle requirements like minimum stakes and time limits for fulfilment.
In line with Denmark’s player protection framework, licensed operators must consult the national self-exclusion register, ROFUS, before sending marketing materials. This includes all push notifications and other direct messages. Any failure to comply with these standards could result in fines or licence repercussions.
This announcement comes as other European regulators, such as the Dutch Gambling Authority (KSA), also intensify their crackdown on improper gambling advertising. Just earlier today, the KSA recently signalled tougher enforcement actions against agencies and outlets that promote illegal operators.
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