Denmark's regulator Spillemyndigheden launched the campaign “Casino in the Kids’ Room” on October 26, focusing on gambling mechanics in children's games. It is aimed at parents and covers loot boxes, random rewards and in-game purchases.
Anders Dorf, the agency's director, said the debate about children and digital media usually comes down to screen time. In his words, “it is important to take an interest in both the content of games and the mechanisms children encounter.”
The campaign includes a short film in which a child's bedroom turns into a casino. The regulator is also promoting the StyrPaSpillet.dk platform. It gathers information about games, the gambling mechanics in them, addiction risks and advice on how to talk to children about games.
In three cities, temporary shopfronts styled as casinos called “Casino Kids” have appeared: at the Bruuns Galleri shopping centre in Aarhus, on Vestergade in Odense and on Købmagergade in Copenhagen. Their goal, as stated, is to make parents and passers-by wonder whether such elements are present in their children's games.
The campaign coincided with another step by Danish authorities. In October, the government resubmitted a bill, filed in October 2025, on advertising of gambling aimed at minors. Among its other provisions, according to the description, are a ban on using people under 25 in ads and a complete ban on gambling advertising during live sports broadcasts. Industry lawyers reacted sharply at the time: Managing Partner of Nordic Legal Morten Rønde called the package of measures a shock.
For operators and partners, the campaign does not change the rules: it is about informing parents and does not introduce new requirements. What changes in advertising restrictions depends on the fate of the resubmitted bill.
