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To increase public awareness of the negative effects of gambling, the Danish Gambling Authority, Spillemyndigheden, has launched a ground-breaking national campaign aimed at those under the age of 18. This ad is in response to the alarming trend of youth gambling—15% of individuals between the ages of 15 and 17 reported having gambled online in the previous year.

A considerable number of young people are engaged in underage gambling, according to a survey by the Danish Gambling Authority, despite tight laws that restrict most kinds of gambling to those over the age of 18. The program aims to provide early intervention, acknowledging that issues associated to gambling frequently start before the age of 25.

Anders Dorph, Director of the Danish Gambling Authority, emphasized the necessity of reaching out directly to those under 18. He stated, “This is necessary if we are to remind young people of the risks of gambling and, not least, that the house always wins in the long run; gambling is not a way to quick and easy money.”

Innovative Approach with “The One-Armed Bandit” Character

The campaign revolves around a fictitious figure known as “The One-Armed Bandit,” who represents an addiction to gambling. The campaign makes use of quick videos and postings on social media sites like Instagram and YouTube to show how this figure tries to get kids to gamble. Even though the topic is serious, the text purposefully uses sarcasm and comedy to connect with the intended audience.

Anders Dorph clarified the approach, stating, “We have chosen a new approach in this effort, where we try to open young people’s eyes through humor and irony on their terms, so we arouse their curiosity, get them engaged and relate to gambling without stigmatizing and creating fear.”

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Played by David Minerba, a well-known social media influencer, “The One-Armed Bandit” has its own YouTube and Instagram accounts. These sites provide information aimed at enlightening and involving youth about the possible drawbacks of gambling. The content is produced in collaboration with comedian Martin Høgsted.

Apart from the campaign centred around characters, the Danish Gambling Authority has introduced a website called StyrPåSpillet that compiles information related to gambling and compulsive gambling. The website provides parents with tools and advice on how to start a conversation with their kids about responsible gaming.