The Danish Gambling Authority (DGA) has issued updated versions of two major guidance documents for gambling and betting operators, refining how promotions must be handled.
These revisions -Version 3.0 of the “Guidance on Duty of Disclosure in the Marketing of Gambling” and Version 5.0 of the “Guidance on Sales Promotions”, aim to provide clearer regulatory direction.
One major update focuses on clarifying disclosure obligations across various marketing platforms. All licensed operators are now explicitly required to include essential information in their marketing, such as the legal minimum gambling age, the national self-exclusion system (ROFUS), the StopSpillet helpline, and the Gambling Authority’s licensing logo. These details must be easily visible and legible.
The guidance outlines how these disclosures should appear across different formats. For example:
- SMS and podcasts must include all key responsible gambling information.
- Banner ads must at least display the age restriction.
- Social media profiles and posts must meet disclosure rules, not just websites.
The Sales Promotions guidance (Version 5.0) also introduces more detailed definitions and rules for common promotional tools such as:
- Betting challenges
- Boosted odds
- Cashback offers
- Free bets
- Tournaments
- Loyalty programs
These tools are now subject to stricter evaluation. For instance, boosted odds that theoretically offer over 100% return-to-player will usually be classified as promotional and must follow specific rules. Even where a return can’t be calculated, such as single-outcome bets, a contextual review will determine if they qualify as promotions.
Betting challenges must not encourage excessive gambling. A task requiring multiple bet types to earn a reward could violate the rules if it drives higher gambling intensity. If such challenges involve elements of chance (like hitting a bonus round), they’re classified as “extra winning chances” and regulated accordingly.
The authority also reinforced the need for promotional clarity:
- All key terms (wagering requirements, eligibility, time limits) must be presented near the promotion.
- Operators can’t rely solely on links to full terms – critical conditions must be immediately visible, even in SMS or small ads.
- The use of “free” in promotions is restricted. Any offer that includes a deposit or wagering requirement cannot be labeled as “free,” “gratis,” or similar terms, to avoid misleading players.
Further, promotions must not be overly exclusive. As a general rule, they should be available to at least 100 users and must not target individuals simply because they haven’t played or deposited recently, which could encourage problematic behavior.
These updates aim to promote transparency, prevent misleading offers, and ensure responsible marketing across Denmark’s regulated gambling industry.
