Following the latest news that Uganda president banned sports betting, this industry is now under scrutiny in Denmark.

Right now, people in Denmark see sports betting advertisement in nearly any football match. For many, this state of things is quite annoying. Not everyone is fond of betting, but they are forced to see these ads instead of the conventional sponsors or sports events like Nike or Adidas.

However, it was not the general public that offered to ban the advertisement altogether. Nor was it any sort of gambling commission. It was Danske Spil.

Danske Spil a the Danish national lottery that asked Denmark to ban sports betting ads, The Local reports.

This happened in the context of the sports betting industry has to advocate the ethical side of their business and a similar ban in the UK.

Several Danish parties liked the proposal and claimed they will work on the bill and present it to the parliament.

What does this mean for the industry?

There’s been a trend in the EU for more regulation in the gambling industry as a whole. Belgium banned loot boxes, UK cracked down on ads as well, even South Africa is making stricter laws.

The loot box ban is understandable because many children see that kind of advertisement and engage in it without the knowledge of the consequences. Banning and limiting other industries that have a clear age restriction doesn’t seem to have a justification.

If this trend continues, however, European and other gambling operators may want to consider their course of action if the tight grip of regulation reaches their industry.

This is especially relevant since fining illegal operators has no results (link to the Netherlands article). Understanding this, governments may want to get those operators through middlemen and players, transferring the responsibility on the shoulders of those they can legally influence.

The industry is going to fight back

Danish sports betting industry is put in a weird situation. On the one hand, their existence is still legal in the country. On the other, there are people that work against it. The issue starts with banning ads that bring in a lot of clients during a sports game, but given the fact that the industry was told to advocate its existence from an ethical standpoint, the stakes may be higher than that.

The leaders of the industry said they are in fact working on such a statement and will issue it this spring. The thing is, sports betting professionals are not a bunch of thieves caught stealing people’s money with ads. These people know their business to be within moral boundaries and are willing to put up a fight.

One of the biggest things that show the gambling professionals actually care about their customers is the silent ban that UK firms created. Top-performing British sports betting companies agreed to stop advertising during live games in the times where children are most likely to watch.

If the whole argument is about the vulnerability of children, Danish and UK brookies may come up with a more refined KYC procedure before users can place a bet.

Either way, Danish sports betting is not lost just yet.