Gambling ads to remain on buses until 2038 despite ban

Despite a 2024 decision by Sydtrafik to prohibit gambling advertisements on its buses in southern and southwestern Jutland, existing contracts will allow the ads to remain visible until as late as 2038, reports DR.

The ban applies only to new advertising agreements, while current contracts—some with terms extending over a decade—will be permitted to run their course. This means passengers may continue to encounter gambling promotions in public transport for years to come.

“Deeply problematic” amid rise in youth gambling
Henrik Thrane Brandt, director of the Center for Ludomani (Center for Gambling Addiction), called the prolonged presence of the ads “deeply problematic,” particularly as Denmark sees an increase in young people developing gambling issues.

“Buses and public transport reach a vulnerable group—primarily children and youth traveling to and from school,” Brandt said. He warned that the ads not only risk triggering those with existing addictions but also normalize gambling as harmless in the eyes of young people.

“You can’t avoid them”
Nicolai Olsen, a 31-year-old former gambling addict from Esbjerg, described how exposure to such ads during his addiction intensified his urges. Now recovered, he remains concerned for others still struggling.

“Right now, we’re seeing massive marketing of gambling, and buses are one of the places where you can’t opt out of seeing these ads. That’s tough for a lot of people,” Olsen said. “When I was in the depths of my addiction, these ads had a real impact on me. It’s deeply worrying if there’s no way to escape them.”

Passengers like Lis Hansen, a commuter from Aabenraa, questioned why gambling ads—unlike those for cigarettes—are still permitted. “There’s no reason for them to be there,” she said, urging politicians and transport authorities to remove them immediately.

Other regions act faster, but Sydtrafik cites costs
While Sydtrafik allows existing contracts to expire naturally, Movia, the public transport operator for Zealand, has already implemented a full ban. After a six-month adjustment period, gambling ads were removed from its buses entirely.

Preben Friis-Hauge (Venstre), chair of Sydtrafik’s board, acknowledged the decision to grandfather in old contracts was financial. “We were told it would cost a six-figure sum annually to alter existing agreements, and at the time, we decided that price was too high,” he said. However, he added that the board will now explore whether a faster phase-out—similar to Movia’s—might still be possible.

A nationwide ban on gambling ads in public transport could be on the horizon. In February, Denmark’s Tax Ministry proposed Spilpakke 1 (Gambling Package 1), which includes a prohibition on such ads in all collective transport. The legislation stalled when elections were called, but a new government may revive it.