Submission Title
Responsible Gaming and Advertising: best practices of Corporative Social Responsibility proposed by lottery sector
Session Title
Session 1-1-B: Responsible Gambling Messaging and Discourse
Presentation Type
Paper Presentation
Location
Park MGM, Las Vegas, NV
Start Date
23-5-2023 10:15 AM
End Date
23-5-2023 11:45 AM
Disciplines
Advertising and Promotion Management | Business Administration, Management, and Operations | Business Law, Public Responsibility, and Ethics | Health Communication | Marketing
Abstract
Specifically in the global gambling market, Corporate Social Responsibility is unfolded in what is called Responsible Gaming (RG). The aim of RG is to prevent game-related problems, provide information, attitudes, and balanced choices to players, while protect vulnerable groups, thus preventing social problems arising from this activity, promoting health, reducing harm, and encouraging personal and social responsibilities. Therefore, we can treat RG as the best practices, integrated with the policies and strategies of betting game operators, which can minimize, treat, or mitigate the negative social impacts associated with the activities of the games offered to bettors. In the global lottery market, best practices of RG are provided by World Lottery Association (WLA). According to the WLA, the actions for a state lottery to reach the level of excellence in terms of RG cover fronts such as: research, education, remote channels, treatment of problem situations and advertising. In terms of advertising, there is the definition - which can be extended to the entire gaming and betting sector - "application of policies and programs to ensure continuous improvement of responsible marketing and communication practices, as well as the application of regulatory codes”.
Keywords
Corporate Social Responsibility, Responsible Gaming, responsible marketing, gaming, lottery
Responsible Gaming and Advertising: best practices of Corporative Social Responsibility proposed by lottery sector
Park MGM, Las Vegas, NV
Specifically in the global gambling market, Corporate Social Responsibility is unfolded in what is called Responsible Gaming (RG). The aim of RG is to prevent game-related problems, provide information, attitudes, and balanced choices to players, while protect vulnerable groups, thus preventing social problems arising from this activity, promoting health, reducing harm, and encouraging personal and social responsibilities. Therefore, we can treat RG as the best practices, integrated with the policies and strategies of betting game operators, which can minimize, treat, or mitigate the negative social impacts associated with the activities of the games offered to bettors. In the global lottery market, best practices of RG are provided by World Lottery Association (WLA). According to the WLA, the actions for a state lottery to reach the level of excellence in terms of RG cover fronts such as: research, education, remote channels, treatment of problem situations and advertising. In terms of advertising, there is the definition - which can be extended to the entire gaming and betting sector - "application of policies and programs to ensure continuous improvement of responsible marketing and communication practices, as well as the application of regulatory codes”.
Comments
A subject to be evaluated as possibility to be used (or adapted) by the global gaming industry from the lottery global best practices, specially in the arising sports betting market.