The entertainment industry is increasingly recognizing its role in addressing societal concerns, and a growing number of initiatives are targeting youth gambling awareness. Several campaigns are underway, leveraging media outreach and educational toolkits to combat the risks associated with early exposure to gambling.
The National Council on Problem Gambling (NCPG) is at the forefront of these efforts. Their “Gift Responsibly” campaign, which saw participation from 74 lotteries and 101 community organizations in , aims to discourage the gifting of lottery tickets to children. Research cited by the NCPG indicates a correlation between early gambling exposure and the development of gambling problems later in life. The campaign’s messaging emphasizes that lottery products are “never appropriate gifts for children,” and utilizes a multi-pronged approach including public service announcements, social media messaging, digital advertising, and in-store signage.
Notably, for the seventh consecutive year, 100% of eligible U.S. And Canadian lotteries have signed on to the “Gift Responsibly” campaign, demonstrating a significant level of industry commitment. This year, the campaign has expanded its reach with the addition of 19 international lotteries and numerous community organizations.
Building on the “Gift Responsibly” campaign, the NCPG is introducing the “Too Young to Bet” toolkit in . This new resource is designed to provide assets and information specifically for community organizations and gambling operators where messaging around tangible lottery products may be less relevant. The toolkit includes logos, graphics, social media shareables, and campaign guidelines focused on avoiding triggering or stigmatizing language when discussing youth gambling.
The “Too Young to Bet” toolkit also provides a press release template for organizations to announce their participation in the campaign and a factsheet compiling youth gambling statistics from international and North American studies. The NCPG acknowledges the need for more comprehensive research to track evolving youth attitudes and behaviors related to gambling.
Beyond the NCPG’s initiatives, other organizations are also stepping up their efforts. The Eastern Shawnee Casino & Resort (ESCSB) is launching a local media campaign in to address youth gaming and problem gambling risks. This campaign will utilize TV, streaming platforms, and social media to raise awareness. A Facebook post from , from K8 News Jonesboro, highlights a similar awareness campaign aiming to combat youth gambling and increase understanding of the potential harm it can cause.
These campaigns come at a time of increasing concern about the accessibility of gambling, particularly online. While the provided sources don’t detail the specifics of online gambling’s impact on university students, a separate report referenced through a news search indicates a growing problem in that demographic. This suggests a broader trend of increased gambling participation across various age groups, necessitating proactive measures to mitigate potential risks.
The industry-wide push for responsible gambling practices reflects a growing awareness of the potential harms associated with gambling, especially among young people. The collaborative efforts of lotteries, community organizations, and advocacy groups like the NCPG demonstrate a commitment to protecting vulnerable populations and promoting a more responsible gambling culture. The focus on education and awareness is crucial, as is the development of resources tailored to different audiences and contexts.
The expansion of these campaigns internationally signals a global recognition of the issue. As gambling becomes more accessible through online platforms and evolving gaming technologies, the need for preventative measures and responsible gambling education will only continue to grow. The success of these initiatives will likely depend on sustained collaboration, ongoing research, and a continued commitment from all stakeholders to prioritize the well-being of young people.
The “Gift Responsibly” and “Too Young to Bet” campaigns represent a significant step forward in addressing youth gambling risks. By focusing on education, awareness, and responsible practices, these initiatives aim to create a safer environment for young people and prevent the development of gambling problems. The industry’s participation, particularly the full commitment from U.S. And Canadian lotteries, underscores the importance of this issue and the collective responsibility to protect vulnerable individuals.
