Licensed gambling operators in Denmark must follow strict rules when promoting their services set by the Danish Act on Gambling and the Danish Marketing Practices Act. The purpose is to ensure that all gambling advertising is fair, responsible, and not misleading.

Marketing must present gambling as entertainment. It cannot suggest that the chances of winning are higher than they actually are. 

Furthermore, ads must not show gambling as a way to solve financial problems or gain social status. Operators must also avoid using celebrities falsely attributing their success to gambling and targeting young people under 18. Otherwise, they will be facing heavy fines. The Danish Gambling Authority monitors marketing closely to protect consumers and uphold the law.

Sales Promotions Must Be Transparent

Sales promotions are common, but they must follow clear rules. The value of a promotion cannot be more than DKK 1,000. If a deposit is required, the bonus must equal the deposit and be offered to at least 100 people. 

In addition, players should not search to find details about important terms. So, operators can keep this information one click away.

The key conditions for bonuses include deposit requirements, time limits, and playthrough rules. For example, a 10x playthrough must be explained with numbers: DKK 1,000 deposit + DKK 1,000 bonus = DKK 20,000 playthrough. If only certain games count, it has to be stated. Stake limits and maximum winnings should also be clear.

Fair Presentation of Promotional Offers

Operators are also encouraged to present the pros and cons of a promotion. There must be information about how much winnings can be lost by betting above a limit. For example, if the stake cannot exceed DKK 50 or 10% of the bonus.

Furthermore, bonus details must include crucial terms like playthrough requirements, which must never exceed 10 times the bonus or deposit. Prizes from promotions cannot have a playthrough requirement attached.

The goal is to ensure players understand what they are agreeing to. Hiding key details or delaying them until later is not allowed.

Avoiding Marketing to Self-Excluded Players

Operators are prohibited from advertising to players who have self-excluded, temporarily or  permanently. Therefore, they must check the ROFUS register before sending materials to avoid mistakes. This rule applies to emails, text messages, push alerts, and other forms of direct marketing. 

If a message promotes gambling and targets a user, it counts as advertising. Operators must take this responsibility seriously. Protecting self-excluded players is a legal requirement and a key part of responsible gambling. For more details, operators can refer to the Danish Gambling Authority’s guide on marketing and promotions.