Denmark has launched a new gambling awareness campaign in the form of a promotional clip backed by the local regulator, the Danish Gambling Authority. The 30-second video is intended for young people, and specifically those aged between 18 and 24, and seeks to raise awareness among this particular age group about the potential dangers of gambling and excessive gambling in particular.
Danish gambling regulator reminds young adults to play smart
The campaign’s core message is "play smart," with the regulator aware that some young adults are going to gamble no matter what and focusing its efforts on ensuring that they do so responsibly and are aware of the potential risks. The 30-second video is meant to capture interest with a rough-looking type appearing on screen and approaching two slimmer-built young adults who are playing games on their phones.
The man walks over and shouts, "Are you playing smart?" The message is not meant as a threat, but rather as a friendly reminder. The Danish Gambling Authority has often used such messaging and marketing to create a friendly and interesting narrative that helps to communicate the core underlying message – i.e., gamble responsibly if you are gambling.
Anders Dorp, Director of the regulator, had this to add, commenting on the latest campaign:
"Fortunately, we know that the vast majority of Danes play with providers with a license from the Danish Gambling Authority."
This much is true, and Denmark is one of the markets in Europe that has achieved a high degree of channelization – about 91.5% of all Danes are gambling online at websites that are licensed in the country, about the same level as in the Netherlands, and ahead of other jurisdictions. However, Dorph is not ignorant of the implications of this figure.
Still, a large number of people play at offshore gambling sites
"We are pleased with that, but it also means that almost 10 percent play on sites that do not have the same level of consumer protection as licensed sites. That is why we want to ensure that Danes know that they should look out for the Danish Gambling Authority’s license mark when they play for money," he added.
Much like previous campaigns, the primary target group is young men in the aforementioned ages, with the 30-video clip disseminated through social media, streaming services, educational institutions, and fitness centers, as the regulator is banking on a mix of physical and digital advertisement to drive its message.
