New Rules Shape Gambling Promotions in Denmark

The Danish Gambling Authority has rolled out updated guidance for gambling marketing and bonus offers. These changes impact how operators communicate with players, especially around reactivation and bonus value.

The updates, now versions 3.0 and 5.0, clarify the difference between general marketing and targeted contact. Operators can no longer send promotions directly to inactive users.

Bonus Limits and Promotional Clarity

A core change is the limit on promotional value. Any single bonus must not exceed DKK 1,000, around €134. This includes offers released in parts or tied to wagering.

The regulator has detailed how to calculate bonus value. The goal is to remove confusion, not to set a new cap. Clear, transparent conditions are now required with every offer.

Responsible Messaging Is Now Mandatory

All ads must present gambling as entertainment. Any claim that gambling leads to financial gain or status is now banned. This rule applies across all media formats.

Operators must also provide clear bonus conditions. These include time limits, wagering rules, and payout caps. While brief formats like SMS may summarize terms, full details must be easy to access.

ROFUS and Compliance Measures Strengthened

All promotional contact must respect Denmark’s national self-exclusion system, ROFUS. This includes SMS, emails, and push notifications. No messages may reach excluded players, even if content isn’t promotional.

To support compliance, the regulator now includes sample ads. These examples help operators avoid legal missteps, though they are not legally binding.