For two decades, the National Lottery has been rolling out its famous ‘Cut, Scratch, Win’ campaign at some of Belgium’s biggest festivals. Officially fun, eco-responsible and festive, this operation masks a disturbing reality: a massive promotional campaign for a gambling product, in a context where other operators are simply not allowed to exist.
Omnipresent… and tolerated
You only have to attend a festival like Pukkelpop or Rock Werchter to see the omnipresence of the National Lottery. With its attractive stand, free sunglasses and scratch-off tickets, Win for Life is an integral part of the festival experience. The figures speak for themselves: over 3.2 million wristbands have been cut in 20 years, and the brand has a sustained presence at 11 major events.
But the problem is that this form of gambling marketing, which is forbidden to all other players in the sector, enjoys a legal and political free pass. In Belgium, private operators such as Unibet, Golden Palace and PepperMill Casino are no longer allowed to advertise in public places or in the traditional media. Any active promotion is prohibited, on pain of sanctions. The National Lottery, on the other hand, continues to sponsor events, display its brand and distribute goodies… completely legally.
A questionable inequality
This situation raises a fundamental question: why is a public operator allowed to promote a gambling product in places frequented by large numbers of young adults, while its competitors are forced to remain silent? The answer lies in the law: the National Lottery has a special status. As a public entity, it is supposed to serve the general interest… including by offering safer games.
But the dividing line between socially acceptable gambling and a loss leader remains blurred. A Win for Life ticket, even when sold in recycled packaging and accompanied by eco-friendly glasses, is still a money game promising up to €5,000 a month for life. It is based on the same mechanics of luck, expected winnings and immediate gratification as any other game of chance.
Eco-friendly packaging does not change the nature of the product
For its 20th anniversary, the action has given itself a green makeover, with sustainably manufactured glasses, smaller tickets printed on recycled paper, and projects to recover used materials. Partnerships with local designers and social enterprises add an attractive circular touch.
But here again, criticism is inevitable. The ecological effort, however laudable, serves mainly to green the image of a product based on the promise of easy money. It’s not the environmental impact of the ticket that’s the problem, but the fundamental message it conveys: ‘Fortune can fall into your lap, effortlessly, here and now.’
Festive marketing or disguised acquisition strategy?
Behind the playful staging lies a well-honed commercial strategy. The ‘Cut, Scratch, Win’ campaign enables the National Lottery to associate its image with positive, intense and emotional moments. It anchors the Win for Life brand in participants’ memories through joyful, community-based experiences that are often shared on social networks.
It’s a customer acquisition campaign in the proper sense of the word, but one that escapes any form of regulation. Whereas a private operator would have its licence called into question for a promotional campaign at a festival, the National Lottery operates with the blessing of the authorities.
Groen calls for a total ban on National Lottery advertising
The Flemish environmental party Groen recently denounced the exception enjoyed by the National Lottery. Stefaan Van Hecke, Groen’s group leader in the Chamber, believes that the distinction made between ‘less risky’ games (scratch tickets, Lotto) and other forms of gambling is totally subjective.
Groen is demanding not only a ban on all advertising for the National Lottery, but also an increase in the legal age for their online games from 18 to 21, in line with the recommendations of the High Council of Health.
Young people particularly at risk
What makes this situation even more worrying is the profile of the target audience. Belgian festivals are mainly attended by young people aged between 18 and 35, a group that is particularly sensitive to marketing messages and gaming mechanisms. By giving such visibility to a public operator, the Belgian State is indirectly endorsing the exposure of this age group to a product of chance.
Ironically, it is also this population that the authorities want to protect when it comes to restricting private gambling advertising.
The ‘Cut, Scratch, Win’ campaign is certainly well thought-out, popular and environmentally friendly. But it also reveals a regulatory divide in the gambling sector. While the State restricts private advertising to protect citizens, it authorises its own operator to massively promote a game of chance in public places, to vulnerable populations.