Danish Football Federation and Gambling Authority Join Forces to Combat Underage Gambling

Danish Gaming, previously Denmark’s sole gambling authority, is joining forces with the nation’s football federation to bring attention to their initiatives to curb underage gambling.

This collaboration precedes Danish Gaming’s Secure Gaming campaign, which will introduce a new player identification card in October.

The Spil-ID card, initially revealed last November, will be required for all players to present before purchasing gambling products at locations such as newsagents or grocery stores. Once implemented, everyone, regardless of age, will need to display the card before participating in gambling activities.

“Gambling is an activity for adults, not children,” stated Niels Erik Folmann, head of Danske Licens Spil, the operator’s betting and gaming division. “For an extended period, we have been striving to ensure that no children or young individuals engage in games like Oddset or place bets in stores.

“Despite our efforts with retailers, we must acknowledge that we cannot entirely prevent minors from gambling,” Folmann continued. “Therefore, we are now mandating that everyone who wishes to play with us obtain a personal Spil-ID card.”

An investigation conducted by the Danish National Center for Social Research (VIVE) has revealed that age confirmation procedures require enhancement. Danske Spil added that the research discovered that 40% of adolescents aged 12-17 years reported having engaged in some form of wagering, while 27% of those aged 15-17 years gambled consistently every month. The study indicated that individuals who described their gambling patterns as volatile were more likely to place bets on sporting events.

Prior to the introduction of Spil-ID, starting in September, Danske Spil will be conducting advertising campaigns on television, in print media, and in retail establishments to promote responsible gambling and associated solutions. September 1st also marks the date when players can register for a Spil-ID card, which will be accessible in both digital and physical formats.

The Danish Football Association will provide support for the campaign through its existing sponsorship agreement with Danske Spil, showcasing the Sikkert Spil brand on the Danish national men’s football team’s training attire during their matches against Belgium and England in the UEFA Nations League. The campaign will also be promoted through in-stadium branding, as well as other channels and platforms.

Jacob Jensen, the chief executive officer of the Danish Football Association, stated: “Preventing minors from participating in gambling is a suitable and accountable initiative. We are pleased that Danske Spil is taking the lead in this endeavor and launching Spil-ID as part of its responsible gaming endeavors.”

As a result, we are thrilled that the Danish national squad can assist in raising awareness of this matter so that we can collaborate to combat gambling dependence and other negative aspects associated with gambling.

The news of the expanded partnership follows the Danish Football Association’s public opposition last week to new advertising regulations that could impact its existing partnerships with Danish gambling firms and the Workers’ Bank.

The Danish Marketing Act amendment, which went into effect on July 1, states that loans and credit cards cannot be promoted alongside gambling products. The Danish Consumer Ombudsman stated that following a request for clarification from the Danish Football Association, the logos of the Workers’ Bank and Oddset can no longer appear on surfaces such as player and coach uniforms and interview backgrounds.

Jensen stated that he was particularly surprised that the legislation applied in this instance, given that Danish gambling companies and the bank are both part of the Danish nation.

“We are surprised that the legislation is written so broadly that it has to affect our close collaboration with the Danish national football team and clubs,” Jensen stated. “At the same time, we note that some political commentators have stated this summer that this was not the intent of the legislation.”

The legislation will also impact football clubs, many of which have partnerships with Danish gambling companies and the banking group.

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