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Social advertising from CRGL is an important element of the educational campaign

The history of social advertising goes back more than a hundred years, and all this time its main customers have been non-governmental organizations and public authorities. This type of non-commercial and socially important advertising first appeared in 1906, when the American Civic Association created the first social advertising that called for the protection of Niagara Falls from encroachment by energy companies.

Since then, the main topics of social advertising have been mainly socially significant issues, such as defending the homeland during the war, protecting the rights and freedoms of citizens, protecting the environment from harmful human activities, promoting a healthy lifestyle, etc.

Government institutions of all civilized countries are customers of social advertising, and the marketing theory of the state is currently considered a logical evolutionary development of the service state theory, whose main goal is to ensure a high level of well-being of citizens. The government institutions themselves act as a specific "service center" for the provision of public services. Such service centers can be not only ministries or state administrations, but also other government institutions at both the central and regional levels. In particular, national regulators that have a special status in terms of power and whose activities are focused on the regulation of certain types of economic activity.

In January last year, the Commission for Regulation of Gambling and Lotteries (CRGL) launched the first social advertising on the topic of conscious gambling. Over the course of a year and a half, the advertising campaign has grown from a local project to the status of an all-Ukrainian educational movement. The goal of the campaign remains the same: to reduce social risks that may arise from a distorted perception of gambling as a way of making money.

The first waves of social advertising were aimed at explaining the role of gambling in the entertainment industry, and the messages focused on clarifying that "gambling is not a tool for making money."

The further development of social advertising of conscious gambling was aimed at preventing the risks faced by those players who decide to use the services of illegal gambling organizers.

The purpose of this initiative of CRGL is to inform citizens that participation in games on illegal websites is dangerous, as illegal gambling organizers do not adhere to the established principles of responsible gambling and do not care about the rights of players, in particular, do not guarantee the payment of winnings.

This can lead to various problems for players, for example:

  • the risk of fraud: since illegal operators can use fraudulent methods to deceive players and take over their money;

  • no consumer protection: only legal gambling organizers have established rules and regulations that guarantee the protection of players' rights, while illegal ones do not have such protection measures;

  • high risk of gambling addiction: illegal gambling organizers are interested in gamblers who are addicts because they lose more money, and illegal gamblers are not responsible for encouraging them to play.

Thus, social advertising of conscious gambling aimed at warning players about the risks associated with using the services of illegal gambling organizers helps to reduce the chances of getting into an undesirable situation and contributes to the creation of a safe and controlled gambling environment.



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