This week, a new campaign film from the Danish Gambling Authority premieres on social media and in the cityscape, a 30-second film reminds young people between the ages of 18 and 24 to “play smart” if they are gambling for money.

In other words: it is smart to make sure that the Danish Gambling Authority’s license mark is present.
The purpose of the campaign is to increase awareness of the Danish Gambling Authority’s round license mark and get more people to look for the mark in order to choose gaming providers with a Danish license over other gaming providers.

The film uses humor, showing two young men playing games for money on their mobile phones. A rough-looking man comes up to them and shouts at them if they are playing smart? The young men are both startled and confused, until they discover that it is just a friendly reminder to choose a provider with a license from the Danish Gambling Authority, “if they absolutely have to play”, as the film says.

“Fortunately, we know that the vast majority of Danes play with providers with a license from the Danish Gambling Authority,” says Anders Dorph, Director of the Danish Gambling Authority. “Our latest figures show that 91.5 percent of Danes’ online gambling takes place on licensed sites. We are pleased with that, but it also means that almost 10 percent play on sites that do not have the same level of consumer protection as licensed sites. That is why we want to ensure that Danes know that they should keep an eye on the Danish Gambling Authority’s license label when they play for money.”

The primary target group for the campaign is men between the ages of 18 and 24, and therefore channels where the target group is active have also been chosen: The film will be shown on social media, streaming services (TV channels and Twitch) as well as in fitness centers and educational institutions.

Posters will also be displayed at bus stops and train stations in the largest Danish cities. The posters are adapted to the individual cities with a humorous twist, so for example, it says “People in O’ense play scary smart” on posters in Odense, and “People in Aarhus play so smart, don’t they?” on the posters in Aarhus.

The campaign, developed and produced by the agency Advice, runs from April 28 to May 18.