Allwyn commits to highest level of 2025 Gift Responsibly Campaign
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– National Lottery ‘Add some play to Christmas’ campaign supported by enhanced protection measures –
– In a UK National Lottery first, Allwyn becomes a Level 3 Gift Responsibly supporter –
National Lottery operator Allwyn has unveiled its multi-channel ‘Add some play to Christmas’ campaign, which puts National Lottery Scratchcards at the heart – positioning them as a fun way to come together, no matter the occasion or the group.
As part of that, Allwyn has once again signed up to the National Council on Problem Gambling’s (NCPG) 2025 Gift Responsibly Campaign – this year as a Level 3 sponsor, the highest possible level and a UK National Lottery first.
Founded in the early 2000s, the Gift Responsibly Campaign works to raise public awareness about the risks of youth gambling. Through partnerships with lotteries and other organisations, the campaign educates communities about the risks of buying lottery products for children.
As part of its commitments as a Level 3 supporter, Allwyn will carry a ’18+ Gift Responsibly’ mark across its National Lottery gifting-related festive advertising – to re-iterate the need for people to be 18 or older to buy, gift, receive and play.
The company has also created three brand new bespoke creative assets promoting responsible play that it will use:
- across its @TNLUK and @AllwynUK social media channels
- on in-store National Lottery media screens
- as part of a digital campaign
Allwyn already carries out extensive training with its 43,500 retail partners to prevent underage and excessive play, as well as running a rigorous ‘Operation Guardian’ programme for mystery shopping and knowledge checks with National Lottery retailers to ensure compliance.
The company’s advanced NCPG participation will also see it prompting its tens of thousands of retail partners to remind their customers to gift National Lottery products responsibly this festive season, through direct communications and trade advertising.
Jordana Jackson, Head of Participant Protection at Allwyn, commented: “Since becoming National Lottery operator early last year, we’ve made great progress on our participant protection plans. We’re proud to once again be supporting the NCPG’s Gift Responsibly Campaign and, for the first time in the UK National Lottery’s history, commit to Level 3 sponsorship – the highest level of support possible. This commitment includes a range of activity to remind everyone that, while National Lottery Scratchcards can add festive fun and help raise over £30m a week for Good Causes, they’re strictly for adults.”
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