NCPG’s Gift Responsibly campaign hits record participation

The National Council on Problem Gambling reported record participation for its 2025 Gift Responsibly Campaign. Over 67 lottery organisations joined the effort this year.

That’s more than a 30% jump from 2024’s numbers.

The campaign also pulled in 165 community partners and two non-lottery operators, Bally’s Corporation and PrizePicks. Derek Longmeier, NCPG Board President, called the response unprecedented. “This year’s record-breaking participation from lotteries, gambling operators and community organisations around the world shows just how deeply this message resonates,” he said.

For the eighth straight year, 100% of eligible US and Canadian lotteries participated. The NCPG runs the campaign alongside the International Centre for Youth Gambling Problems and High-Risk Behaviours at McGill University.

Why Youth Gambling Education Matters Now

Kids face more gambling exposure than ever before. The Gift Responsibly Campaign tackles a specific problem: adults giving lottery tickets to children as gifts.

But that’s just one piece.

NCPG added the Too Young to Bet campaign to this year’s effort. This expansion addresses newer verticals like iGaming, where children can stumble into gambling opportunities online. “Young people are increasingly exposed to gambling long before they’re ready to understand the risks,” Longmeier explained.

The campaigns work to educate parents and educators about keeping gambling away from kids. Longmeier stressed the long-term goal: “Building strong awareness today helps safeguard the well-being of future generations.”

What Organisations Did During the Campaign

Participants ran activities throughout November and December. The approach covered multiple channels.

Public service announcements aired across various media. Organisations pushed messaging through social media platforms and digital advertising. Retailers received training on youth gambling prevention.

In-store signage appeared at lottery retailers and gambling venues.

Each participating organisation tailored activities to their local communities. The goal was simple. Make sure adults understand the risks of exposing children to gambling products.

How This Initiative Changes Industry Standards

The participation rate signals a shift in industry attitudes toward youth protection. Getting every eligible North American lottery on board isn’t easy. Maintaining that 100% rate for eight consecutive years shows real commitment.

The inclusion of non-lottery operators like Bally’s and PrizePicks marks another development. These companies operate in different sectors but recognised the importance of youth protection messaging.

The expanded Too Young to Bet component addresses gaps in current awareness efforts. Online gambling creates different exposure risks than traditional lottery tickets. Operators now have a framework for addressing these newer concerns.

Heather Maurer will take over as NCPG Executive Director on January 7, 2026. She’ll oversee the Council’s national programs and partnerships going forward.