Denmark’s Gambling Authority, Spillemyndigheden, has received international recognition for its StopSpillet campaign, winning the International Association of Gaming Regulators (IAGR) award for best Safer Gambling Initiative or Communications Campaign. The accolade was announced at the IAGR’s annual conference in Lima, Peru, where a unanimous jury selected the Danish campaign for its impact.
Record Engagement in Addressing Gambling Harms
Launched in autumn 2025, the StopSpillet campaign was designed to reduce the time between recognizing a gambling problem and seeking help, particularly among men aged 30 to 40. The regulator highlighted that this group typically waits up to two and a half years before asking for support. The campaign focused on reaching both individuals at risk and their family members, enabling them to intervene and access professional assistance.
Measurable Impact and Increased Helpline Use
Spillemyndigheden reported that 7% of viewers took concrete action after seeing the campaign, either by contacting the StopSpillet helpline or encouraging someone else to seek help. Among the target group of men, one in ten took steps toward support. October 2025 saw the helpline receive 108 calls—its highest monthly total since its inception in 2019. Overall, enquiries during the campaign period increased by 50 to 63% compared to the same timeframe the previous year.
Strategic Outreach and Industry Recognition
The campaign leveraged a mix of film, social media, podcasts, radio, Reddit, and a partnership with Divisionsforeningen to reach its audience. According to the regulator, the campaign achieved 57.4 million digital views and nearly 25,000 clicks to its content. Judges praised the campaign’s empathetic approach, focus on stigma reduction, and its effectiveness in prompting more people to seek support. This marks the third IAGR award for Spillemyndigheden, following previous wins for campaigns targeting young people and educational outreach.
Why This Matters for the Industry
The recognition of StopSpillet underscores the growing importance of effective safer gambling initiatives for operators, affiliates, suppliers, and regulators. Demonstrating measurable outcomes and audience engagement can strengthen public trust and regulatory standing. The campaign’s success highlights the value of targeted, multi-channel communication strategies in addressing gambling harms and supporting responsible play.
Key takeaways
- Denmark’s StopSpillet campaign won the IAGR award for best safer gambling initiative.
- The campaign led to record engagement, with increased helpline calls and actions taken.
- Strategic use of digital channels and partnerships amplified its reach and impact.
- Recognition highlights the industry’s focus on responsible gambling and effective outreach.