Protecting ahead: Regulating in a tight space

Anders Dorph, CEO, Spillemyndigheden (Danish Gambling Authority/DGA)

How do you feel regulators and charities could work through the stigma of talking to children (or young people) about gambling to better protect them?

The DGA prioritises making information accessible to help inform and inspire parents and other professionals to address gambling-related issues with children and young people. An even greater priority is ensuring that these conversations are conducted in a way that young people can relate to – respectful, engaging and free from stigma.

Parents can find inspiration on the platform StyrPåSpillet (ControlGambling), which offers videos and podcasts, among other things. They can also seek guidance through the DGA’s National Gambling Helpline, StopSpillet (StopGambling).

If gambling education was widely introduced in schools or universities, do you think there would be retaliation from parents (and has there been from any workshops so far)?

The DGA conducts approximately 100 presentations every year at upper secondary schools, informing about gambling mechanisms, algorithms behind RTP in betting and casino games, and where to get help if it gets out of hand. So far, no parents have had any negative reactions towards these interventions.

What kinds of things did you find worked in this campaign (such as humour), and what did not?

We found that humour and absurdity worked well in our One-Armed Bandit campaign because it mimicked the content our target audience (children and young people between 14-17 years old) are accustomed to engaging with on eg social media. This was also in part why we chose influencers as a channel to get our audience engaged with our campaign since social media accounts for a large part of our target audience’s media consumption. Also, the influencers we chose to work with could provide a personal view to the campaign to make it feel relevant to the audience.

What could other regulators or charities learn from this campaign, if they wished to create similar ones in the future?

We believe the success of the campaign can be attributed to the fact it was made on our target audience’s terms

Working on this campaign, we learned that research is key to understanding your target group, and without it we couldn’t have tailored the campaign to hit so well with our audience. It was from the surveys we made in advance that we learned about young people’s opinion of gambling, their gambling practices and how they wanted us to approach them with a responsible gambling message.

So the entire campaign was built on a solid empirical foundation that made it easier to make choices and commit to them during the creative process. Equally important, we were not afraid to test the limits. We took an unorthodox approach to the campaign to catch and hold our target audience’s attention, but we were constantly aware of the balance between showcasing unwanted behaviour to prevent it and encouraging it.

YGAM Q&A

Daniel Bliss, Director of Internal Affairs, Ygam

How do you feel regulators and charities could work through the stigma of talking to children (or young people) about gambling to better protect them?

Collaboration is key, and charities play an indispensable role in preventing gambling harms and safeguarding young people. Education and early intervention are critical components of harm prevention.

Charities working in the gambling harms sector in the UK are fortunate to be made up of experienced professionals, individuals with lived experience and highly qualified specialists.

This combination enables them to deliver some of the most informed, evidence-based resources and interventions – helping children and young people understand the risks associated with gambling and recognise the signs of harm. This is one of the most effective ways to break down stigma and build resilience against gambling harms developing later in life.

If gambling education was widely introduced in schools or universities, do you think there would be retaliation from parents (and has there been from any workshops so far)?

Ygam and others have long advocated for comprehensive schemes of work on gambling harms in schools, and our resources are purposefully aligned with the latest curriculum. We also know that parents overwhelmingly support our calls for gambling harms to be embedded into school education, just as other risky behaviours are. A 2024 Mumsnet survey commissioned by Ygam found that 82% of parents want schools to deliver education on gambling harms.

Parents are increasingly aware of the safeguarding concerns linked to online safety – where gambling can naturally become part of the conversation. We regularly receive feedback from parents and professionals alike, highlighting the need for Ygam’s work and the positive impact it has on both their professional practice and family life.

That’s why we strongly advocate for a whole-school approach, where parents and carers are supported to continue the conversation at home. When schools and families work together, education becomes more impactful – reinforcing key messages, encouraging open dialogue, and helping to build lasting resilience among young people.

As you focused on students in university, do you believe it would be effective to introduce workshops during secondary school, so that young people are prepared before leaving for university?

We deliver our CPD training to thousand of secondary school teachers every year who in turn deliver age-appropriate lessons and resources to student at every stage of the journey through secondary school. It is crucial to educate secondary school students about gambling harms before they reach the legal gambling age of 18, as this is a formative period when many young people begin to explore risk-taking behaviours and develop lifelong habits. Without early education, they may enter adulthood without a complete understanding of the risks associated with gambling, including addiction, financial harm, and mental health issues.

However, university students are a key group for us as they are four times more likely to experience gambling harms compared to the general population. With increased independence, greater financial responsibility, and the desire for social acceptance, students are particularly vulnerable to gambling harms. We have recently launched a student campaign entitled: Silence the Stigma which aims to help students recognise the signs of gambling harms and start crucial conversations with their peers and friends.

Celebrities have a strong appeal to children (and young people) in marketing, could there be a use for influencers when it comes to gambling safeguarding?

Some of the biggest streamers and influencers in the world, popular with young people, have landed major sponsorship deals with gambling operators and gambling is often glamourised in this way. We have already begun exploring collaborations with social media influencers and content creators who have strong followings to help amplify our key educational messages around gambling harms.

We plan to expand this work further, ensuring that social media is used as a force for good

Given the platforms that young people are using and engaging with, it’s essential that we meet them where they are – adapting our communications strategy to align with their behaviours and preferences.

What do you think the most important step is when it comes to protecting children (and young people) from gambling-related harm?

We believe education and early intervention play a central role in effective harm prevention strategies – particularly when it comes to safeguarding children and young people. Education is a powerful tool for building awareness, resilience, and informed decision-making. As technology and the gambling industry continue to innovate and evolve at pace, there are growing knowledge gaps that must be addressed.

However, education alone is not enough. It must be accompanied by evidence-based policy, strong commitments from government, and action from the gambling industry to prioritise safeguarding. Safeguarding young people must be a priority for all stakeholders, and only through collaboration and a joined-up approach can we truly maximise our collective impact.