The NSW Government has initiated a campaign to raise awareness around the pitfalls of online and mobile betting, in light of its massive increase in popularity.
The segment of the population identified for ‘risky’ technology-based gambling behaviour is men aged 18 to 35. This has given rise to the ‘Betiquette’ campaign, which will produce media, advertising and venue promotional material featuring several key messages considered on-point.
Minister for Racing Paul Toole yesterday joined campaign ambassador Nathan Hindmarsh to launch the initiative, urging young men to show some Betiquette.
Liquor & Gaming NSW engaged Parramatta Eels legend Hindmarsh as frontman to bolster acceptance of the messages, which will feature on radio, websites, mobile phones, social media and in licensed venues throughout the NRL and AFL finals and spring racing carnival.
“This campaign tackles a serious problem in a light-hearted way that is sure to cut through and resonate with the target audience, young men,” said Minster Toole.
“Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted education campaign.”
Advancing technology in the areas of ‘digital money’, access to credit, always-on availability of betting services and high-profile promotions have fuelled the industry and made online betting the fastest-growing type of gambling in NSW, if not Australia.
Betiquette will attempt to communicate issues such as knowing when to stop, planning, overcoming peer pressure, financial responsibility, and not betting under the influence of alcohol or drugs. To this end L&G has also sought the support of AHA NSW, which has committed to encouraging members.
“The Betiquette campaign promotes a responsible attitude to wagering and on-line gambling,” offered AHA NSW Director of Liquor & Policing, John Green.
“AHA NSW is pleased to support this targeted campaign, which prompts punters to think about their betting.”
Financing for the program is through the Responsible Gambling Fund, which will provide almost $18 million in 2017/18 for initiatives to prevent and minimise harms linked to problem gambling.