europe/RESPONSIBLE GAMBLING

Denmark Launches New Gambling Awareness Campaign Targeting 18-24 Year-Olds

Denmark is actively focusing on protecting young people from the risks associated with gambling-related harm. The new 30-second video is designed to be entertaining while targeting young men aged 18 to 24, helping the regulator connect with this demograph

Written by Casino House Group Editorial Team

Published on April 29, 2025

Summary

Denmark is actively focusing on protecting young people from the risks associated with gambling-related harm.
The new 30-second video is designed to be entertaining while targeting young men aged 18 to 24, helping the regulator connect with this demographic.
The regulator is employing both digital and physical advertisements to effectively convey its message.

Denmark has introduced a new gambling awareness initiative through a short promotional video, supported by the Danish Gambling Authority. This 30-second clip targets young adults, specifically those aged 18 to 24, aiming to educate them about the potential risks associated with gambling, especially excessive gambling.

Danish gambling regulator reminds young adults to play smart

The campaign's main message is play smart. Recognizing that some young adults will gamble regardless, the focus is on promoting responsible gambling and awareness of potential risks. In a 30-second video, a rough-looking character approaches two younger individuals engaged in mobile games, asking, Are you playing smart? This question serves as a friendly reminder rather than a threat. The Danish Gambling Authority frequently uses such messaging to create a narrative that underscores their key point: gamble responsibly. Anders Dorph, the regulator's Director, commented on the campaign, stating, Fortunately, we know that the vast majority of Danes gamble with providers licensed by the Danish Gambling Authority. This statement highlights a positive trend, as Denmark is one of Europe's leading markets in terms of channelization, with approximately 91.5% of Danes gambling on licensed online platforms—comparable to rates in the Netherlands and higher than many other regions. However, Dorph acknowledges the complexities behind these numbers.

Still, a large number of people play at offshore gambling sites

We are pleased with this, yet it highlights that nearly 10 percent of players are using sites without the same level of consumer protection as licensed ones. That’s why we want to ensure Danes recognize the Danish Gambling Authority's license mark when they gamble, he added. Like previous campaigns, the main target audience is young men in the specified age range. The 30-second video clip will be distributed through social media, streaming services, educational institutions, and fitness centers. The regulator is relying on a mix of physical and digital advertising to convey its message effectively.