Published: April 15, 2022

WLA guide helps lotteries ensure responsible marketing of sports betting products

Sports Betting Integrity

(Switzerland).- The WLA is pleased to announce the publication of a guide on sports betting marketing, with a focus on the marketing communications of sports betting products. It offers guidance on how to market such products competitively, yet responsibly, in order to meet the competition from illegal betting operators head-on.

WLA member lotteries have an obligation to ensure that their lottery and sports betting products are channeled through regulated and supervised retail and digital networks. To fulfill this objective, lotteries must use a variety of media to market their products.

With the myriad of illegal and unauthorized betting providers operating online today, state lotteries must remain innovative, and competitive. At the same time, they are duty-bound to offer lottery and sports betting products that are safe and responsible, while executing their mission of raising funds for good causes. Maintaining this equilibrium can be a formidable challenge.

The 20-page guide was developed against this backdrop and is available now for downloading, in PDF format, from the Sports Betting Integrity section of the WLA website.


Approximately half of all WLA members offer sports betting services, and grass-roots sports is one of the leading beneficiary of WLA member lottery funding for good causes.

The WLA is dedicated to leading the fight against match-fixing and illegal betting and to preserving the integrity of sports, through the work of its Betting Integrity on Sports & Horse Racing Committee.

The Betting Integrity on Sports & Horse Racing Committee was established in 2018 as the Sports Betting Integrity Committee (SBIC), in an effort to further the interests of WLA members that provide sports betting and to preserve the integrity of sports by leading the fight against match fixing and illegal betting. The committee complements the work of the operations team from the Global Lottery Monitoring System in Lausanne, which acts as the Committee’s technical advisory group and is responsible for executing its strategy.

The scope of the SBIC was expanded in 2020 to include horse racing. To reflect this expansion, the SBIC subsequently changed its name to the Betting Integrity on Sports & Horse Racing Committee. Most recently, the committee has been concerned with the Macolin Convention on the manipulation of sports competitions.

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