Denmark’s regulator bans reactivation bonuses for lapsed players

Written By Janice Doughtrey

Denmark’s gambling regulator Spillemyndigheden has issued new guidance, which includes a ban on reactivation bonuses for players who have previously shown signs of gambling problems. The regulator said such bonuses could result in “irresponsible gambling behavior” and are not in line with its objectives of protecting vulnerable consumers and promoting responsible gaming. Other measures included in the guidance related to the advertising of free-to-play games and the need for operators to have systems in place to detect and prevent money laundering.

Denmark’s regulator has banned bonuses for lapsed players. This means that online casinos and other gambling operators can no longer offer bonuses to customers who have not been active.

The ban is designed to protect vulnerable gamblers from being tempted back into gambling by offers of free money. It follows similar moves by regulators in other countries. It is also in line with the Danish government’s recent efforts to tighten up regulation of the online gambling sector.

Operators who contravene the new rule could face fines of up to approximately €1.3 million. In addition, the Danish Gambling Authority has said it will closely monitor compliance with the ban and take action against any operators who break the rules.

What are reactivation bonuses?

Online gambling operators use reactivation bonuses to incentivize players to come back and gamble more. However, Denmark’s regulator has banned using these bonuses as part of its new gambling guidance. This is a good step forward in protecting consumers and ensuring they are not being taken advantage of by gambling operators.

Why did Denmark’s regulator ban them?

The ban protects vulnerable gamblers from being tempted back into gambling after a break.

Online casinos often use reactivation bonuses to encourage lapsed players to come back and play. They can take the form of free spins, bonus credits, or cashback offers. Unfortunately, while these offers can be tempting, they can also be dangerous for people trying to stay away from gambling.

The new guidance from Denmark’s regulator will help keep vulnerable gamblers safe by preventing them from being lured back into gambling with reactivation bonuses. This is a positive step forward in protecting people from the harms of gambling addiction.

What does this mean for online gambling in Denmark?

Denmark’s gambling regulator, the Spillemyndigheden, banned reactivation bonuses. This means that online gambling operators in Denmark will no longer be able to offer bonuses to players who have not been active on their site for a certain period to get them to come back and gamble.

The regulator said it is concerned about the potential for reactivation bonuses to encourage problem gamblers to start gambling again after abstinence. They are not an effective way of promoting responsible gambling behavior. The ban will come into effect from 1 January 2020.

This is good news for those concerned about problem gambling in Denmark, as it will make it harder for people with gambling problems to relapse. It is also a positive step towards creating a more responsible gambling environment online.


This is a good step forward in protecting problem gamblers and ensuring that online gambling is conducted responsibly. We hope other jurisdictions follow suit and adopt similar measures to protect vulnerable players.