This week it was revealed that lawmakers in Denmark are considering banning advertisements during live sporting events, mirroring a similar measure that's in place in the United Kingdom.
The move is being championed by former Danske Spil director Niels Folmann, who said that viewers should be able to watch events in peace, rather than being inundated by relentless ads, which is the norm in regulated markets. The UK implemented a similar ban in December, although it won't be active until July, so any results related to lower advertising rates and addictive behaviors or the like are unknown at this time.
Right now, measures are being considered, but gambling operators are being given the chance to lower their ads on their own. If they comply, it's possible that measures won't be implemented and forced upon them.