The Danish Gambling Authority Scores a Hat-trick: Wins International Award for the Third Consecutive Year

When Director General Anders Dorph returned home from this year's conference of the International Association of Gaming Regulators (IAGR) in Lima, Peru, he once again brought home an international award.

The Danish Gambling Authority won the award in the category "Best Responsible/Safer Gambling Initiative or Communications Campaign" for its StopSpillet campaign, which aims to encourage people experiencing gambling problems to seek support at an earlier stage.

Around 200 representatives from gambling regulators across the world attended the conference, and a unanimous jury selected the Danish campaign as the winner among the nominated entries.
"I am both delighted and proud. It feels like winning the World Cup of gambling regulator campaigns. Receiving this recognition for the third consecutive year is strong evidence that our work is making a real difference," says Director General Anders Dorph.

A New Narrative Delivered Strong Results

Launched in autumn 2025, the StopSpillet campaign addressed a key challenge: men aged 30 to 40 often wait up to two and a half years from recognising that their gambling has become problematic until they seek help.

Where previous campaigns primarily focused on the individual gambler and the consequences of gambling addiction, the Danish Gambling Authority chose a different approach. The campaign placed the family at the centre of the narrative, highlighting how gambling-related harm affects those closest to the individual.

The campaign's message was simple:
"You may not see it, but your family does."

This new narrative was communicated through films, social media, podcasts, radio advertising, discussions on Reddit, and a partnership with the Danish League Association (Divisionsforeningen).

"We create campaigns that deliver results. It is not only about having a strong message, but also about reaching the target audience where they are. We have deliberately used channels and platforms that our target audience already engages with in their daily lives, and the figures show that we succeeded in cutting through the noise. It is extremely powerful to see that the campaign has genuinely encouraged more people to reach out for help," says Anders Dorph.

Proven Impact

The campaign achieved significant results:
•    7% of those who saw the campaign took a concrete action, such as contacting StopSpillet or encouraging someone else to seek help.
•    Among men in the target audience, one in ten took an active step towards seeking help after seeing the campaign.
•    StopSpillet received 108 calls in October 2025, the highest monthly number since the helpline was established in 2019.
•    The number of enquiries increased by 50-63% during the campaign period compared with the same period the previous year.
•    The campaign generated 57.4 million digital impressions and almost 25,000 clicks to campaign content.
In its assessment, the jury particularly highlighted the campaign's ability to reduce stigma, its human and empathetic approach, and the documented evidence showing that more people sought help after being exposed to the campaign.

Third Award in Three Years

This international recognition adds to an impressive series of awards for the Danish Gambling Authority. In 2024, the campaign "The One-Armed Bandit", which focused on young people's exposure to gambling, received the same award, while the Authority's educational presentation programme for upper secondary students was recognised as the winner in 2025.

With this year's award, the Danish Gambling Authority has achieved a remarkable hat-trick, further reinforcing Denmark's position as one of the countries from which gambling regulators around the world draw inspiration.

Facts: StopSpillet

•    StopSpillet is the Danish Gambling Authority's national helpline for people experiencing gambling problems and their relatives.
•    The service is free, confidential and anonymous.
•    The helpline provides guidance and support both to individuals experiencing gambling problems and to relatives affected by someone else's gambling behaviour.