13 April 2022
Switzerland
Press Released
Lottery
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WLA guide helps lotteries ensure responsible marketing of sports betting products

(Switzerland).- The WLA is pleased to announce the publication of a guide on sports betting marketing, with a focus on the marketing communications of sports betting products. It offers guidance on how to market such products competitively, yet responsibly, in order to meet the competition from illegal betting operators head-on.

WLA member lotteries have an obligation to ensure that their lottery and sports betting products are channeled through regulated and supervised retail and digital networks. To fulfill this objective, lotteries must use a variety of media to market their products.

With the myriad of illegal and unauthorized betting providers operating online today, state lotteries must remain innovative, and competitive. At the same time, they are duty-bound to offer lottery and sports betting products that are safe and responsible, while executing their mission of raising funds for good causes. Maintaining this equilibrium can be a formidable challenge.

The 20-page guide was developed against this backdrop and is available now for downloading, in PDF format, from the Sports Betting Integrity section of the WLA website.