The Danish Gambling Authority Spillemyndigheden has introduced a new public awareness initiative in Denmark, urging younger demographics to pause their gambling activity during the summer months. The program directs users toward the ROFUS voluntary exclusion register to manage their gaming habits.
Campaign Mechanics and Distribution
The "Send your game on a summer holiday" initiative utilizes static visuals and short animated clips featuring coastal scenery. The materials present players with a choice between sending their gambling activity on an all-inclusive trip to Crete or a week-long stay in Alanya. This visual approach aims to prompt younger audiences to evaluate their current consumption patterns and consider a temporary pause.The register supports flexible exclusion periods, including 24-hour intervals, one, three, or six-month blocks, and permanent bans lasting a minimum of twelve months. Distribution occurs across Facebook, Instagram, and digital display networks at Copenhagen Airport through August 2.
The current summer initiative extends the "Take it easy with ROFUS" program first deployed in 2024. The authority designed the updated materials to increase register relevance among younger demographics.