Denmark Tightens Gambling Marketing to Protect Inactive Players

Denmark’s New Marketing Rules Are a Win for Responsible Gaming

Denmark’s Gambling Authority just dropped stricter marketing rules that ban targeting inactive players with bonuses.

As a responsible gaming advocate, I welcome these updates—they bring clarity and fairness back into promotions.

Let’s dive into what changed, why it matters, and how other regulators could learn from Denmark’s example.

Here’s why operators should care—and how players benefit from a fairer, more transparent sector.

Key Points

• Inactive players can no longer be singled out for promotional offers.
• Boosted odds, game challenges, cashback are now clearly defined and regulated.
• All platforms—including social media and SMS—must follow clear disclosure rules.

Why Banning Bonuses for Inactive Players Changes the Game

Let me be clear: it may seem minor, but Denmark’s update to its Guide on Sales Promotion (v5) is a big deal. The Authority now explicitly outlaws giving promotions to inactive players as a selection criterion . This means an offer can’t trigger just because someone has been quiet for a few days—or weeks.

Why does that matter? Because those reactivation bonuses often prey on vulnerable players. They escalate gambling after someone steps back. By cutting this out, Denmark is protecting player welfare—plain and simple.

Unpacking the Other Noteworthy Changes

1. Clearer Rules for Promotions
   Cashback, boosted odds, and challenges are now precisely defined. For instance, boosted odds count as promotions if they inflate expected returns above 100%. That removes operator wiggle room.

2. Bold Disclosure Across All Channels
   Guidelines now cover ads in limited-space media—like SMS, audio, and social platforms. Essential info, such as age limits, must appear clearly. No more hidden terms in tiny print.

3. Transparency to Build Trust
   Operators must make all terms visible alongside offers—eligibility, wagering requirements, expiry, caps—all spelled out. It’s about honesty, not obfuscation.

Why I Think Denmark’s Approach Leads the Way

First, it balances player protection with marketing freedom. Broad campaigns are allowed, but targeting based on inactivity is off-limits. That keeps promotions ethical without overburdening operators.

Second, clearer definitions mean fewer loopholes. When regulators label game challenges or boosted odds as promotions, compliance becomes easier—and enforcement becomes fairer.

Third, full transparency benefits everyone. Players know exactly what an offer entails, and operators who play by the rules avoid messy fines or reputational damage.

How Other Regulators Could Take Note

I’d love to see other markets adopt a similar rule: no targeting inactive users with reactivation offers. That message alone can dismantle a major harm vector in gambling marketing. Plus, clear disclosures across media—including social and SMS—should be a global standard.

Regulators should map out what promotions look like on each media type. Denmark’s done this—laying out clear examples and expectations —and it’s exactly the proactive guidance the industry needs.

Denmark’s Ahead in Responsible Gambling Strategy

Denmark’s updated marketing guidelines aren’t just incremental tweaks—they are a meaningful step toward ethical gambling advertising. By banning inactivity-based bonuses, clarifying promotion rules, and demanding transparency, Spillemyndigheden enhances player protection and market reality.

From where I stand, this is how it should be done. Instead of reactions and guesswork, Denmark offers a blueprint: clear rules, consistent enforcement, and player-first protections.

If regulators globally want to foster trust—within both operators and players—this is a roadmap worth following.

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