Spillemyndigheden, the Danish Gambling Authority, has launched a new campaign aimed at minors.
The campaign, named "The One-Armed Bandit," is targeted at young people under the age of 18 as a way to tackle problematic gambling.
Anders Dorph, Danish Gambling Authority Director, said: "Young people under the age of 18 in Denmark find ways to gamble, for example through friends or family or through online gambling sites without a Danish licence.
“We know that the younger you are when you make your gambling debut, the more likely you are to develop a gaming problem later on.
“That's why, for the first time, we're targeting under-18s directly, and we're doing it in a new, creative way that turns the whole thing on its head.”
The short videos will be posted across social media, including YouTube and Instagram, and feature online personality and comedian David Minerba.
As part of the campaign, the Danish Gambling Authority plans on creating more collaborations with other notable figures to spread awareness.
The One-Armed Bandit character, Den Enarmede Tyveknægt in Danish, talks about how he scams young people into gambling.
Dorph continued: “This is necessary if we are to remind young people of the risks of gambling and, not least, that the house always wins in the long run; gambling is not a way to quick and easy money.
“We have chosen a new approach in this effort, where we try to open young people's eyes through humour and irony on their terms, so we arouse their curiosity, get them engaged and relate to gambling without stigmatising and creating fear.”
