Lottery gambling can become a problem for some people. This article reviews theoretical models and existing practice to guide the development of lottery ticket warning messages. The goal is to design persuasive messages that target people at risk of harm from excessive spending to promote behaviour change. The researchers identified nine social marketing campaign initiatives. Campaign messages were relatively consistent with certain aspects of theoretical models. The researchers proposed warning messages that could be used to promote safer gambling, based on the insights gained from the review and content analysis.
