DENMARK Trends and Developments Contributed by: Nina Henningsen, Mazanti-Andersen
Upcoming Gambling Trends In addition to the well-known types of illegal gambling as described above, new trends in (illegal) gambling have emerged in recent years. One of the major trends is skin betting and loot boxing, where the computer game Roblox has contributed to a new form of skin betting known as “Robux betting”. This particular type of gambling is carried out using the virtual currency from the Roblox platform, Robux, as a deposit. This situation is considered problematic and has the Danish authorities’ attention, as Roblox is focused on children and young people. Marketing and Consumer Protection Initiatives to limit the intense marketing of gambling products are still being debated and there is an increased political focus on this issue. Attention is par- ticularly focused on commercials in connection with live sports events broadcast on TV and the implemen- tation of a ban on commercials during specific time slots during an event is being considered. In relation to this, there is increased focus on the general level of consumer protection in connection with gambling. Furthermore, there has been increased political focus on marketing and advertising of games and gambling. One particular area of focus is on marketing of social gaming to children, where multiple politicians have expressed a need for more regulation. There is also an increased interest in influencer mar- keting and the use of celebrities in commercials. Initia- tives to regulate this area, including implementing a total ban on using celebrities in commercials related to gambling has been discussed. In March 2025, four public authorities’ joined forces to ensure that infor- mation regarding illegal activities among so-called finfluencers (financial influencers) can be exchanged quickly between the authorities. These finfluencers advertise quick profits and some even markets prod- ucts and investments in a way that consumers cannot really understand, eg, whether a product is a pyramid scheme – which is an area supervised by the DGA. Even though many of the new amendments from 2024 have been successfully implemented, more concrete
– the highest number to be blocked in one single case. Since 2012, a total of 616 websites have been blocked. The DGA’s monitoring of websites providing illegal gambling is expected to continue in the future. In its fight against illegal gambling, the DGA is work- ing together with Facebook, Google and Apple. The Authority has been granted special access to report illegal gambling or apps with illegal gambling in Apple’s App Store and Google Play, respectively, so that the companies can then remove the illegal content. In addition, the DGA’s collaboration with Google pro- vides direct access to report illegal gaming content on YouTube and sponsored links on Google’s search engine. The DGA has also noted a rise in streamers on plat- forms such as Twitch, inviting followers to take part in community hunts or advertising for illegal gambling. Community hunts are not allowed under the Danish Gambling Act, as gambling on behalf of others is not permitted. In addition, the return of any winnings from a community hunt to followers of the streamer might result in violations of Danish tax law. After observing the trend of community hunts, in April 2023, the DGA warned against participation in any such activity. The DGA furthermore expressed concern that followers of streamers participating in community hunts might be under 18 years old. In response to the increased focus on the use of Twitch, and other similar platforms, for community hunts and to advertise illegal gambling, the DGA has also taken steps to guide streamers on gambling legislation to make them aware of the fact that their actions on the platform in some cases might be con- sidered illegal. In August 2023, a streamer was fined DKK10,000 (approximately EUR1,340 at 2023 rates) for the first time for illegally facilitating gambling with unlicensed gambling operators. Due to the increase of illegal distribution and advertis- ing of illegal gambling content on Twitch, in 2024, the DGA entered into a collaboration with the platform to ensure that illegal content is removed from the plat- form once discovered.
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