Active Research Support
Spillebranchen takes seriously that our members offer products which, while generally safe for most, may pose risks to individuals vulnerable to problematic gambling behavior. Much like alcohol producers whose products can lead to alcohol abuse, there are inherent risks associated with offering gambling.
SPILLEBRANCHEN therefore actively supports research into gambling addiction and treatment facilities to help individuals struggling with gambling problems.
Today, most gambling operators use groundbreaking technology to detect signs of gambling addiction. The use of artificial intelligence (AI) and “gambling behavior scanners“ help identify when a player is developing an addiction, often before it becomes severe. As a result, there is a real hope that, over time, the number of individuals suffering from gambling addiction in Denmark can be meaningfully reduced.
Strengthened focus on prevention
The Danish Gambling Authority’s prevalence study from 2022 revealed an increase in the number of players with moderate gambling issues, particularly among the youth. While the Danish market is well-regulated, these developments highlight the need for a targeted effort to prevent gambling problems.
The path forward involves enhanced prevention measures, better information for young people and minors, and a more in-depth use of data and tools to identify problem gambling. Additionally, it is crucial to strengthen outreach efforts to assist players who show signs of problem gambling in a timely manner.
At the same time, research indicates that Denmark still has fewer gambling addicts compared to many countries we are often compared with. This confirms that the Danish licensing system is effective, but also signals the need to intensify efforts to further reduce gambling-related harm.
A Ban is Not the Solution
A ban on gambling advertisements in Denmark is unlikely to eliminate risks, but would likely drive more players to foreign gambling sites that operate without Danish oversight or consumer protection. These sites do not pay gambling taxes in Denmark and are not required to check ROFUS (self-exclusion register), meaning self-excluded players can still gamble.
In the Danish debate, Italy is often cited as an example to argue that an advertising ban does not reduce illegal gambling. However, experience shows otherwise. In 2024, the Director of the Italian Gambling Authority, Roberto Alesse, stated that the ban had unintentionally strengthened illegal operators, and by 2023, their revenue had nearly reached 18 billion euros. The black market has grown significantly, which is why the Italian government decided in 2025 to reintroduce the possibility of advertising for gambling.
You can read more about gambling addiction on the Center for Ludomani’s website
