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All About Lottery Advertising and Economics
All About Lottery Advertising and Economics
How Much Do Lotteries Advertise?
In 1996 North American lotteries spend $400 million ($US) on advertising and received $34 billion in sales. Advertising expenditures accounted for 1.17 percent of total revenue. By contrast, in 1996 restaurant owners spent 3.2 percent of their revenues on advertising, beverage manufacturers spent 7.5 percent, cosmetics companies spent 8.8 percent, and candy makers spent 12.7 percent. Advertising accounts for less of the cost of a lottery ticket than virtually any other consumer product.
Why Isn’t Lottery Advertising Regulated By the Federal Trade Commission?
Lotteries are not subject to FTC regulation because they are operated by state governments, and the federal government cannot regulate state government programs. Unlike other products, however, lottery advertising is subject to review and restriction by governors and state and provincial legislators.
Who Regulates Lottery Advertising?
Lottery advertising is regulated by the states and provinces in which lotteries operate. Many have adopted formal laws, standards, or guidelines about what is and is not appropriate for advertising in their jurisdiction, and most states have elaborate review procedures to prevent potentially offensive advertising from appearing. In addition, the North American Association of State and Provincial Lotteries have established advertising guidelines to provide direction to member lotteries in developing their advertising standards. These guidelines are extensive and incorporate aspects related to compulsive gambling, beneficiary funding, and more.
Does Lottery Advertising Create Compulsive Gamblers?
Compulsive or pathological gambling arises as a result of some combination of biological and psychological factors predisposing an individual to addictive behavior. A person does not become a compulsive gambler simply because of lottery advertisement, just like a person does not become an alcoholic because he sees an advertisement for alcohol.
Do Lotteries Contribute to the Economy?
Lottery revenues contribute to the economy in a number of ways. Certainly that portion of lottery sales which return as prizes is simple redistribution, but revenues are also distributed to over 240,000 retail outlets as commissions, to the companies which supply lotteries such as ticket printers, data processing companies, advertising agencies, and delivery services, and most importantly, for the provision of goods and services through the programs lotteries were created to support.
If You Don’t Win Have You Wasted Your Money?
Lotteries are perceived by players as a form of entertainment, like a sports event or going to the movies, not as a financial investment. Winning a prize is not the only benefit of playing the lottery – the lottery also offers entertainment and also funds many state programs. Those who play the powerball lottery, or the mega millions lottery, or any of the many forms of lottery games, play not only because they want to win, but also because it is fun!
This information was found at www.naspl.org (North American Association of State and Provincial Lotteries)
Buying Online Lottery Tickets
At the present time most US state lotteries do not allow players to buy online lottery tickets. Most lottery experts say that in the very near future many state lotteries will offer players online lottery tickets.
Lotteries Set to Go Online
Lotteries Set to Go Online
The worldwide market for lotteries is hugs and over 200 jurisdictions around the world have official lotteries. In 2009 industry experts say that total global lottery revenues totaled about $240 billion USD. In the US where most states have lotteries total sales amounted to $52.4 billion in 2009 and are expected to rise in 2010. Lotteries also spend a lot of money on marketing and spend about $5 billion annually on advertising and promotions around the world. Most lottery jurisdictions implemented lotteries to supplement tax revenues and in the US most states spend lottery revenues on education or social services. Many jurisdictions have come to rely on lottery funds to support various government functions. During the current global recession lotteries have provided governments with much needed funds to fill empty state coffers.
Lottery ticket sales have increased by a modest 2% a year compared with double digit growth for casino and online gambling. In the US legislation has been introduced that would re legalize online gambling and provide the government with another revenue stream. In the US gambling sites are incredibly popular including lottery sites. Should federal law be changed it will clear the way for online lottery ticket sales which at present are blocked by vague regulations regarding online gambling. Online marketers stand to benefit from changes in the law as lotteries spend millions to promote their games online.
Thanks to the recession lottery ticket sales have slowed but there are other factors contributing to the slowdown in lotto ticket sales. Offshore gambling sites are siphoning off revenue from lotteries as more Americans go online to gamble and play foreign lotteries. In addition most lotteries have not introduced new games in years and player boredom has contributed to a decline in ticket sales. Mega jackpot lotteries such as Powerball and Mega Millions spark player interest when jackpots reach hundreds of millions but for some reason many lottery players are not interested in everyday jackpots of $20-$30 million and ticket sales fall.
Lottery demographics show that most regular lotto players are aging and for some reason many state lotteries have not been able to attract a younger player base. Thanks to flagging many states have had to cut marketing budgets resulting in flagging ticket sales. Most lottery industry experts say that allowing state lottery ticket sales in the US would result in an increase in sales. In Europe and New Zealand online lottery ticket sales have been popular with players and most players say convenience is a major factor in online lotto ticket purchases.