The basic principles for organising a responsible lottery are reliability, accessibility and transparency. Raising funds in a sustainable way is the Charity Lotteries’ mission. For us, Corporate Social Responsibility also means ensuring responsible gaming and being transparent.
We aim to be transparent in the way we communicate, about our internal organisation and on how the stakes are spent.
Openness involves three themes:
1. Responsible gaming
3. Integrity and compliance with legislation and regulations
With almost 5 million participants and a total stake of more than 1.2 billion euro, we have a big responsibility towards both participants and charities alike. Responsible gaming entails organising a fair and honest lottery so that participants are well informed, enjoy taking part and are happy with the way we raise funds for charities. It is always up to the participant whether he or she takes part in the lottery.
The measures we have taken in the Netherlands resulted in less complaints about commercial communications. We will keep making every effort to aim for no complaints upheld by the Advertising Code Committee. Our participants have the opportunity to share possible complaints, these are always taken seriously. By communicating clearly with the participants, we try to limit the number of queries to zero. We make every effort to ensure that no complaints are upheld by the Dutch Reclame Code Commissie (‘Advertising Code Committee’). In Great Britain and Sweden, the UK Advertising Standards Authority and the Swedish Consumer Agency are responsible for making our organisations comply to the gaming policy in these countries, respectively. In Sweden we received significantly less complaints. Two complaints were upheld. The UK received two complaints of which none was upheld by the Advertising Standards Authority.
Striving to keep limiting complaints
In addition to the Dutch Advertising Code for gaming, the Dutch lotteries have drafted their own code of conduct to satisfy their participants’ information needs. In 2012, the Dutch lotteries established an internal Advertising Code Commission, in order to limit the number of complaints. This internal advertising code consists of staff from each department within the three Dutch lotteries and Novamedia. We check all our communications on fairness, reliability and clarity, before they are sent out.
Sweden: a renewed policy on responsible gaming
In 2012, the Swedish Postcode Lottery has developed its portfolio and now includes products such as scrap tickets and bingo games. As we pursue our development into other types of products, it is very important for us to assure that these products are still fun and safe to consume. Alongside new gaming products online, the Swedish Postcode Lottery therefore clarified its view of responsible gaming in a renewed policy.
There are procedures in force for each draw to ensure the correct payment of prizes. Given that there are millions of participants, many administrative changes are made every year, such as those associated with participants moving house. It goes without saying that both the draw and the payment of prizes must proceed properly. Strict procedures and external supervisors ensure that there are no misunderstandings in this respect. Internally, a division of duties is important in this type of activity; one person who carries out the work and another who then checks the work.
Dutch Charity Lotteries
No complaints upheld by the Dutch Advertising Code Committee
Swedish Postcode Lottery
No incidents of non-compliance with regulations concerning marketing communication
People’s Postcode Lottery
- No complaints upheld by the UK Advertising Standards Authority