Denmark-licensed gambling operators and sports bodies have shown a red card to the country’s new marketing rules, prompting the government to examine the limits of said rules.

Earlier this month, Denmark’s Consumer Ombudsman attempted to clarify the country’s new Marketing Act, which took effect on July 1. The notice referred to section 11b, subsection 1 of the Marketing Act, which forbids “any marketing of consumer loan companies and consumer credit agreements in connection with the marketing of games and game providers.”

The Ombudsman said it had been contacted by an unspecified sports league that had signed a title sponsorship with a gaming operator. This is a reference to the NordicBet Liga, aka the Danish 1st Division, the second-tier of Danish football, which was recently compelled to drop its affiliation with NordicBet (a brand of Sweden’s Betsson AB).

Since the league’s name would appear on all club jerseys, match balls, in-stadia boards, websites and TV broadcasts, the gaming operator’s name would also appear.