SBC News Voice of the Sports Betting Industry
Spillemyndigheden, The Gambling Authority of Denmark, has launched its first-ever nationwide advertising campaign for audiences under 18, educating “Denmark’s youth on the negative consequences of compulsive gambling”.
The campaign sees Spillemyndigheden address concerns over youth gambling in Denmark, as recent research conducted by the Authority shows that “a significant number of young people (15% of those aged 15-17) have gambled online”.
In 2023, Spillemyndigheden revamped its marketing to develop high-impact campaigns warning the public of gambling harms, addiction, intervention, and the promotion of the ROFUS self-exclusion register.
Focusing on educating younger audiences, the new campaign introduces the character of the ‘One-Armed Bandit,’ who lures young people into gambling, framing it as a harmless social activity.
Spillemyndigheden will promote the ‘One-Armed Bandit‘ campaign on YouTube, Instagram, Spotify, and other media platforms popular with Danish youth.
The campaign has been endorsed by Anders Dorph, the Director of Spillemyndigheden, as a fresh approach to educating under-18s on the “risks of gambling in a non-stigmatizing way, using an approach that is engaging and relatable.”
“Danish youngsters are reflective and enlightened, and many are aware of how gambling can get out of hand and develop into gambling addiction, leading to loneliness, debt, or other personal challenges,” Dorph explained.
We also recognize that gambling today is much more of a social activity among young people, who gamble in class, during breaks, or at home with friends. In the social context, it can quickly appear harmless to gamble, which is precisely what the ‘One-Armed Bandit’ campaign aims to counter.
Positive developments for Spillemyndigheden include Denmark’s government approving an additional DKK 30 million for the 2023-2025 budget to combat compulsive gambling.
Marketing initiatives have led the authority to focus on raising public awareness of gambling harms, including the launch of StyrPåSpillet, a new public information website that offers comprehensive insights into Danish gambling, encompassing its laws, controls, and consumer rights.
