Spillemyndigheden takes on ‘fresh approach’ to educate Danish youth on gambling harms

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 camp..