DENMARK

COUNTRY CHAPTER

2025 RANKINGS

Denmark introduced several significant legal developments over the past year effecting the media industry. In October 2024, the Danish Consumer Ombudsman mandated that all content posted by professional influencers on social media must comply with the Marketing Practices Act, regardless of commercial intent. The regulation is intended to protect younger audiences, especially children and young people under 18, as well as uphold ethical marketing standards online.

At the start of 2024, Denmark implemented a cultural levy for on-demand audiovisual service providers. The levy includes a 2 per cent base rate on Danish revenue, with an additional 3 per cent surcharge for companies investing less than 5 per cent of their Danish revenue in Danish content. This measure is intended to promote Danish audiovisual culture and ensure that international streaming services contribute to the local media ecosystem.

Leading news publishers including Berlingske Media and JP/Politikens Hus have had continued growth in digital subscriptions, partially offsetting print decline. This growth is attributed to rising demand for diverse content and a shift towards digital platforms. With consumers increasingly opting for online streaming, online publications and social media, revenue from this segment is projected to surpass USD8 billion by 2027.

Developments over the past year reflect Denmark's commitment to regulating the sector, emphasising the importance of cultural representation in the audiovisual sector, ethical standards in marketing and the mitigation of digital-age challenges.