Mobile Lotteries must not be actively promoted to the following groups. Reasonable steps should also be taken to ensure that these groups do not inadvertently access promotions.

People under 18 years old
People who aren't residents of Great Britain (England, Scotland & Wales)
Vulnerable people
People who have asked not to be contacted by your organisation or have self-excluded from gambling services

To ensure that these groups do not receive Mobile Lottery promotions, charities should follow this guidance:

The wording detailed below should be included whenever a Mobile Lottery is promoted

There are also advertising standards which should be adhered to. Full guidance from the Advertising Standards Authority on promoting your lottery is available here and from 1st October 2022 these requirements will apply.

From the 1st October 2022, we expect all promotional material to complete the Gambling and lotteries advertising: protecting under-18s checklist to ensure they are suitable for public display and retain a record of completing this risk-assessment.

What wording should be included when promoting a Mobile Lottery?

The following information should be included whenever your lottery is promoted:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

If a text message call-to-action is used (e.g. text LOTTERY to 88000 to find out more), you must state “texts cost one standard network rate message”.

What further guidance should be followed when using particular marketing methods?

In addition to the general guidance offered earlier in this article, there are specific requirements for particular marketing methods.

If you are planning to promote your Mobile Lottery using a method not outlined in this article, please contact your account manager or hello@donr.com.

Email marketing

When promoting your Mobile Lottery via email, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your email, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

Text message marketing

When promoting your Mobile Lottery via text message, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your text message, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

Organic social media

When promoting your Mobile Lottery via organic social media, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your post, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

Paid social media (ads)

Before promoting your Mobile Lottery using most social media platforms, you need to gain approval from the social media platform.

If your charity does not already have this approval in place, we would suggest that we work together to submit this approval. Contact your account manager at hello@donr.com and we will be happy to guide you through this process.

Some social media platforms, such as TikTok, have a blanket ban on promoting lotteries.

When promoting your Mobile Lottery via social media adverts, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your post, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

As paid adverts can have a wider reach and therefore the potential to cause greater harm, we have the following additional requirements:

Adverts and videos must be sent to us for approval before they launch
Campaigns must be administered by a company with suitable competency in the platform used (eg Facebook partner or Google Certified)
A weekly review of the ad account should be conducted to ensure all targeting remains relevant and any unintended ad placements are excluded (for example, appearing in child orentiated videos on YouTube).

Direct Mail

When promoting your Mobile Lottery via direct mail, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of the Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your mailing, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

Posters, banners and other printed assets

When promoting your Mobile Lottery via posters, banners and printed assets, you should make reasonable efforts to position those physical assets in places where they are unlikely to be seen by:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of the Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

Within your design, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

TV, radio and other broadcast advertising

Full guidance from the Advertising Standards Authority on promoting your lottery is available here and from 1st October 2022 these requirements will apply. TV, radio and other broadcast advertising must be approved by us in advance of the advert being run.

Google Ads

Before promoting your Mobile Lottery using Google Ads, you need to gain approval from Google.

If your charity does not already have this approval in place, we would suggest that we work together to submit this approval. Contact your account manager of hello@donr.com and we will be happy to guide you through this process.

When promoting your Mobile Lottery via Google Ads, you should avoid targeting the following groups:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of the Great Britain

Within your ads, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

As paid adverts can have a wider reach and therefore the potential to cause greater harm, we have the following additional requirements:

Adverts and videos must be sent to us for approval before they launch
Campaigns must be administered by a company with suitable competency in the platform used (eg Facebook partner or Google Certified)
A weekly review of the ad account should be conducted to ensure all targeting remains relevant and any unintended ad placements are excluded (for example, appearing in child orentiated videos on YouTube).

In-person events

When promoting your Mobile Lottery at an in person event, you should ensure that any promotion is not directed towards:

Anyone under 18 years of age
Anyone who could be considered a vulnerable person
Anyone who is not a resident of the Great Britain
Anyone who has requested not to receive communications relating to the lottery or has self-excluded from gambling services

When promoting, you should include the following information:

The lottery is for people over the age of 18 only
The lottery is for residents of Great Britain only
Each ticket costs £2 per week
To gamble responsibly with a prompt to begambleaware.org

How can a Mobile Lottery be promoted?

As Mobile Lotteries are a gambling product, it is important that they are promoted to appropriate audiences, with essential information communicated.

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What guidance should be followed when promoting a Mobile Lottery?