Young people who gamble are at risk of developing problem gambling later in life. Given the role of advertising in influencing gambling behaviour, it is concerning that the Irish National Lottery’s logo consists of an anthropomorphic dancing star with a smiling face.
In the current study, the researchers assessed recognition of the National Lottery logo and tagline (‘it could be you’) among Irish children. They found that among 7-year-olds, 39.4% could correctly identify the National Lottery’s logo and 3% could recall its tagline. Among 12-year-olds, the figures rose to 86.8% and 40.7%, respectively.
These findings raise concerns about the use of a child-friendly logo in gambling advertising. The Irish National Lottery’s own Advertising and Promotion Code of Practice prohibits the use of symbols, signs, themes, or characters that can appeal to children. The researchers suggested a need to redesign the Irish National Lottery’s logo and curb its widespread advertising.
