New DGA directives enforce stricter transparency, consumer protection, and promotion limits
Regulatory Clarity: DGA Publishes Revised Marketing and Sales Promotion Guidelines
The Danish Gambling Authority (DGA) has rolled out updated versions of its guidance documents on duty of disclosure (version 3) and sales promotions (version 5). These revised rules establish clearer expectations for how licensed operators advertise gambling services and offer promotions to Danish consumers.
The updates come amid growing scrutiny across Europe over gambling marketing practices, particularly around transparency, vulnerable audience targeting, and misleading incentives. Denmark’s updated rules mirror this regulatory shift by focusing on truthful representation, player safeguards, and restrictions on promotional excess.
Key Enhancements: Transparency, Playthrough Caps, and Minimum Offer Visibility
A standout feature of the new guidance is the playthrough cap, limiting wagering requirements on promotions to no more than 10 times the value of the initial stake. This addresses a long-standing issue where players were lured into promotions with hidden or unrealistic wagering conditions.
Promotions must now also be available to at least 100 players, a clause aimed at preventing misleading exclusivity claims. Operators must display all significant terms — including expiry dates, stake thresholds, and bonus restrictions — alongside the promotional content, not buried in fine print.
To enhance the integrity of advertising content, the DGA reinforced its position that marketing must:
Present gambling as entertainment, not a means to financial or social success
Avoid any implication of celebrity endorsement or status enhancement through gambling
Not target minors or any groups registered in Denmark’s self-exclusion system (ROFUS)
ROFUS Consultation and Enforcement Risk
The updated guidance reaffirms that operators must consult the ROFUS registry before dispatching any direct marketing — including push notifications, emails, or personalized app content. Any failure to comply with this obligation could lead to fines or licence sanctions under Danish law.
This proactive measure aligns with Denmark’s broader player protection framework, ensuring that self-excluded individuals are not enticed back into gambling environments via digital or promotional channels.
Denmark Leading the European Pack on Advertising Compliance
The DGA’s new marketing framework positions Denmark as one of the more progressive regulators in Europe when it comes to gambling transparency and responsible advertising. The update also coincides with the Dutch Gambling Authority (KSA) signaling its own intent to crack down on illegal advertising, suggesting a regional trend toward more aggressive oversight.
As advertising remains a key front in the battle against gambling harm, the DGA’s updated rules send a clear message: operators must adapt their promotional strategies to reflect transparency, compliance, and accountability—or risk losing market access.
Bottom Line: With tightened caps, disclosure rules, and obligations around self-exclusion, the DGA’s updated guidelines redefine acceptable gambling marketing in Denmark—serving as a potential blueprint for other European jurisdictions grappling with advertising ethics and consumer safety.
