Denmark’s Gambling Authority has backed its safer gambling campaign that has secured a “record drive” with audiences in need of help.
Spillemyndigheden’s StopSpillet campaign won the International Association of Gaming Regulators (IAGR) award for Safer Gambling Initiative or Communications Campaign, selected by a unanimous jury at the association’s annual conference in Lima, Peru.
The campaign was launched in autumn 2025 and aimed to address one of the barriers to treatment (the time between recognising a gambling problem and asking for support.
Men aged 30-to-40 wait up to two and a half years before they seek help, the regulator details in its campaign, which seeks to help family members intervene and seek professional help
The results showed that the message had worked. Spillemyndigheden said 7% of viewers took concrete action (contacted StopSpillet or encouraged someone else to seek help). Men in the target group were one in ten who actually took steps towards seeking help.
StopSpillet took 108 calls in October 2025 — its highest monthly total since the helpline was set up in 2019. Enquiries were up between 50% and 63% during the campaign compared with the same period last year.
Spillemyndigheden: “More than a message”
Anders Dorph, director of Spillemyndigheden says: “We make campaigns that work. It’s not just about having a good message”
It’s about meeting the target group where they are. We have deliberately used channels and platforms that the target group uses in everyday life and the numbers show that we are breaking through the information wall. It is very powerful to see that the campaign has actually made people reach out for help.”
The campaign ran on film, social media, podcasts, radio and Reddit as well as a collaboration with Divisionsforeningen. It was given 57.4 million digital views and almost 25,000 clicks to its content according to the regulator.
Judges cited its empathy, stigma reduction and that more people had sought support after seeing it. This is the third time Spillemyndigheden has won an IAGR. In 2024 it was awarded for its campaign on how young people meet gambling and in 2025 for its presentations at youth education institutions.
StopSpillet provides free, confidential and anonymous counselling to people with gambling problems and their relatives.