Danish Gambling Authority launches youth-focused awareness campaign
The Danish Gambling Authority, Spillemyndigheden has launched a new nationwide campaign aimed at encouraging young Danes to “play smart” when gambling. , the campaign uses humour and targeted messaging to raise awareness about the Authority’s official approval mark and promote safer gambling practices among men aged 18 to 24.
Raising awareness through humour
The centrepiece of the campaign is a 30-second video film that features two young men gambling on their phones. They are interrupted by a tough-looking man who dramatically asks if they are playing smart. The scene takes a comedic turn when the man clarifies that he is simply reminding them to choose gambling providers approved by the Danish Gambling Authority—”if they absolutely must gamble.”
The message is clear: look for the round approval mark to ensure safer and regulated gambling. The film is shown on social media platforms, streaming services like Twitch, and on screens in fitness centres and educational institutions—platforms known to have high engagement among young men.
91.5% of gambling already on approved sites
“Fortunately, we know that the vast majority of Danes gamble with providers licensed by the Gambling Authority,” says Anders Dorph, Director of the Danish Gambling Authority. “Our latest figures show that 91.5 percent of Danes’ online gambling takes place on licensed sites. We’re pleased with that, but it also means that nearly 10 percent are gambling on sites that don’t offer the same level of consumer protection as those with a license. That’s why we want to ensure that Danes know to look for the Gambling Authority’s license seal when they gamble.”
The campaign aims to reach this remaining group and ensure all Danish gamblers are aware of the approval mark and its role in protecting consumers.
Targeting high-traffic urban areas
In addition to the film, the campaign features posters placed at bus stops and train stations across major Danish cities. Each poster includes a humorous, city-specific message to attract local attention. For example, posters in Odense read, “People in O’dense play really smart,” while those in Aarhus say, “People in Aarhus play so smart, right?”
These light-hearted messages aim to make the campaign more relatable and memorable for the younger audience.
Developed by advice agency
The campaign was developed and produced by Advice, a Danish communication agency. The creative approach focuses on using everyday scenarios and humour to deliver a serious message about gambling safety.
By targeting locations and platforms frequently used by young men, the Danish Gambling Authority hopes to maximise the campaign’s reach and impact over its three-week run.
Get the inside track on iGaming’s biggest stories with SiGMA’s Top 10 news countdown! From breaking headlines to exclusive insights, the world’s biggest iGaming community delivers a weekly newsletter designed to keep you ahead of the game. Subscribe to stay informed and unlock subscriber-only offers!
