In a proactive move to curb problem gambling among its youth, the Danish Gambling Authority has unveiled a targeted campaign to promote the ROFUS self-exclusion scheme. This initiative arrives amid growing concerns about gambling habits within younger demographics, particularly following revelations that a significant number of young Danish men engage in gambling activities.

Understanding ROFUS: Denmark’s self-exclusion program:

ROFUS serves as a crucial component of Denmark’s responsible gambling framework, allowing individuals to voluntarily exclude themselves from all forms of licensed gambling, both online and in physical locations. Since October 1, 2023, this exclusion has been extended to include in-person betting at physical retailers, reflecting the program’s comprehensive coverage.

The campaign, dubbed “Take it ROFUS,” focuses on increasing awareness about the self-exclusion tool among young men aged 18 to 24, who are now legally able to gamble. This demographic shows a high engagement in gambling, often viewed as a social activity, yet with little discussion about its potential downsides.

Anders Dorph, the Director of the Danish Gambling Authority, emphasized the dual nature of gambling in society, noting, “For many, games are an entertainment product, but it is important that there is also room for people to take a break from the game – and ROFUS can be a good tool for many.”

A recent study commissioned by the Danish Gambling Authority shed light on the gambling behaviors of young men, particularly during social gatherings like pre-parties. Although gambling is pervasive in these settings, the study highlighted a reluctance to discuss the negative implications of gambling, which can lead to problematic behavior going unchecked.

“When gaming is a big part of the community, it can be vulnerable to speak out and stand out from the crowd. That’s why we hope that a new campaign can start a conversation among young people that it’s okay to skip the game and ‘get it ROFUS’, which is the campaign’s slogan,” Dorph explained.

Campaign details and media strategy:

The “Take it ROFUS” campaign features a 60-second film that alternates between scenes of a pre-party and interviews with six young men. This juxtaposition aims to highlight the discrepancy between the young men’s perceptions of their control over gambling and their actual behaviors. The campaign’s effectiveness hinges on its relatability, utilizing a language and pace familiar to young people from social media content.

Produced by the agency Advice, the film will be broadcast in cinemas and on various online platforms, including YouTube, Twitch, and streaming services, ensuring broad reach among the target audience, according to European Gaming.

The urgency of the campaign is underscored by recent statistics from the Danish Gambling Authority, which revealed a 14.4% increase in spending on online casinos in 2024 compared to the previous year, with total expenditure reaching DKK 3,520 million. This increase, along with modest rises in betting and land-based casinos, reflects a growing trend in gambling activities across Denmark, contrasting with a slight decline in gaming machine spending.

As the campaign rolls out over eight weeks, it aims to foster greater awareness and dialogue about responsible gambling, particularly among young men who are at a critical stage of exposure to gambling activities.