The Danish Gambling Authority, Spillemyndigheden, has won an award from the International Association of Gaming Regulators (IAGR) for the third year in a row.

Its StopSpillet campaign won the Best Responsible/Safer Gambling Initiative or Communications Campaign category at the IAGR conference in Lima, Peru, which was attended by about 200 representatives of gambling regulators. The jury picked the Danish campaign unanimously.

Putting the family at the centre

StopSpillet launched in autumn 2025 to tackle a gap Spillemyndigheden had found: men aged 30 to 40 often wait up to two and a half years after realising their gambling is a problem before they seek help. Rather than focus on the player, the campaign showed how gambling problems affect the people closest to them, under the line “You might not see it, but your family does.” It ran across film, social media, podcasts, radio, Reddit and a partnership with Divisionsforeningen.

  • 7% of people who saw the campaign took action, for example by contacting StopSpillet or encouraging someone else to seek help.
  • One in ten men in the target group took an active step to seek help.
  • The StopSpillet helpline received 108 calls in October 2025, its highest monthly total since it opened in 2019.
  • Contacts rose 50% to 63% during the campaign compared with the same period a year earlier.
  • The campaign reached 57.4 million digital impressions and almost 25,000 clicks.

Director Anders Dorph said (translated from Danish):

“I am both happy and proud. It feels like winning the World Cup of campaigns among gambling regulators. Receiving this recognition for the third year in a row is strong proof that our work makes a difference.”

Spillemyndigheden won in 2024 for “Den enarmede tyveknægt” (The One-Armed Bandit), a campaign on young people and gambling, and in 2025 for its talks at upper secondary schools.

School talks change how students see gambling

A separate Spillemyndigheden report (PDF, in Danish), based on 1,967 student responses before and after talks held between September 2024 and March 2025, found the sessions measurably changed students’ knowledge and behaviour.

  • The share of male students who paid close attention to playing on sites with the Danish licence mark rose from 39% to 61%.
  • Among female students, the share who realised they had played gambling games rose from 19% to 48%, as many did not know scratchcards count as gambling.
  • After the talks, students said they played more for entertainment than to win money, and over 75% agreed that it is mathematically unlikely to profit from gambling over time.
  • An eight-person team gives about 100 free talks a year at schools and sports clubs.