In 1998, the Vermont Lottery developed advertising guidelines to ensure that Lottery products are always promoted in a responsible manner. These guidelines are reviewed periodically and adjusted to address new circumstances as they arise.
The Vermont Lottery strongly supports truthful and responsible product advertising that promotes Lottery games as a form of entertainment while reminding consumers to play Vermont Lottery games responsibly. Below are the Vermont Lottery’s current advertising guidelines:
1. Lottery players and Vermonters must be represented in a positive manner.
2. The use of humor is acceptable. However, not at the expense of a person's gender, race, sexual orientation, religion, emotional or psychiatric state, political position, family situation, financial position, job status or place of residence.
3. Lottery games must be advertised responsibly and realistically. Do not mislead players by promising riches and/or a drastic life change, and/or an easy win.
4. Do not promote lottery games as the cure for financial problems.
5. Encourage responsible play.
6. Promote lottery games as a form of entertainment.
7. Do not use children in lottery advertising or create advertising that appeals to children.
8. When reasonable, promote the benefits of Vermont in lottery advertising. For example, Vermont's scenic beauty, agricultural products, Vermont products, and consider co-promotions with other Vermont agencies and producers.
9. Advertise prize amounts accurately. For example, if a game has a $1 million top prize and is paid over 20 years, indicate that the top prize is annuitized; or clearly state the number of tier winners in an instant game instead of using misleading terms such as, "tons of winners" or "loads of winners."
10. Include the “odds” of winning on all instant game tickets, and on all television and radio ads for online jackpot games, where practicable.
11. Respect Vermonters and lottery players and create advertising that demonstrates that the Vermont Lottery is advertising and operating responsibly.
12. Prominently display the, "Please Play Responsibly" logo on all advertising materials.
During National Problem Gambling Awareness Week (March 2- 9, 2009), the Vermont Lottery did not air any lottery product advertising. Instead, the Lottery produces a television and radio spot which aired solely during this week. On an ongoing basis, 4% of the Lottery’s media weight is devoted to responsible gambling television and radio. The spots below, which were produced in February 2005 and January 2007, for TV and Radio, aired during National Problem Gambling Awareness Week and are part of the Lottery’s ongoing responsible gaming media campaign. The television spot was made available to problem gambling organizations nationwide.
The Vermont Lottery Commission, in association with the Vermont Council on Problem Gambling, continues its support of efforts to create awareness of resources available to individuals who have concerns about gambling habits.
Fiscal year 2009 represented the twelfth consecutive year of support for this very important issue. The Vermont Lottery’s partnership with the Vermont Council on Problem Gambling began in fiscal year 1998. The Lottery’s history of promoting responsible gaming includes: providing the Council’s toll free number on all Lottery ticket stock and play slips and encouraging responsible play in all advertising. The Lottery’s first Responsible Play campaign was executed in FY99. This campaign included radio and television public service announcements, cooperative distribution of a responsible play poster and utilization of the well-known, “Please Play Responsibly” logo on marketing materials.
Responsible Play Support:
The Lottery’s Responsible Play campaign included the following efforts in fiscal year 2009:
Vermont Council Funding: The Lottery contributes the majority of funding for the Vermont Council on Problem Gambling.
Partnership with the Vermont Council on Problem Gambling: The Vermont Lottery and the Vermont Council on Problem Gambling hold a strategic planning session at the start of each year to develop a Responsible Play plan for the fiscal year. Radio spots were created based on feedback from the Vermont Council. The Vermont Lottery and the Vermont Council maintained open lines of communication throughout the fiscal year frequently discussing the Vermont Council’s needs and making adjustments as necessary.
Media Plan: The Lottery’s marketing message was directed at reaching adults who may have discretionary dollars to afford participation in Vermont Lottery games.
Television Campaign: All Vermont Lottery television spots included a message from the Lottery’s Executive Director to please play Lottery games responsibly. Additionally, the “Please Play Responsibly” logo was prominently displayed in all spots.
Radio/TV Campaign: VCPG TV and radio spots rotated with other Lottery commercials throughout the year. Furthermore, all Lottery radio spots included a message from the Lottery’s Executive Director to, “Please Play Responsibly.”
National Council on Problem Gambling: The Lottery’s Executive Director Alan Yandow was re-elected to the Board of Directors of the National Council on Problem Gambling.
National Gambling Awareness Week: During National Gambling Awareness Week, the Lottery aired Responsible Gaming television and radio exclusively.
Vermont Specific Brochure: The Vermont Lottery continued to distribute the Vermont specific “Problem Gambling” brochure on behalf of the Vermont Council on Problem Gambling.
Responsible Play Message: All advertising messages in print or broadcast media included a “Please Play Responsibly” message. All point-of-sale materials also included the message.
Vermont Council on Problem Gambling Web site: The Vermont lottery hosts and updates the VCPG web site.
Logo and Toll Free Number on Lottery Tickets and Play Slips: The “Please Play Responsibly” logo and the Vermont Council’s toll free number were printed on all Vermont Lottery tickets and play slips.
18+ and Responsible Message: Agents prominently displayed stickers indicating, “You must be 18 or older to purchase lottery tickets.” These stickers also included the “Please Play Responsibly” logo and the Vermont Council’s toll free number.
