Danish Gambling Authority wins IAGR award for StopSpillet campaign hat-trick
StopSpillet recognised in Lima for reducing stigma and prompting help-seeking among men 30–40.
Key Takeaways
- The Danish Gambling Authority won the IAGR award for Best Responsible/Safer Gambling Initiative for the third consecutive year.
- StopSpillet launched in autumn 2025 and targeted men aged 30–40 who wait up to two and a half years before seeking help.
- Campaign metrics included 57.4 million digital impressions, almost 25,000 clicks, a 50–63% increase in enquiries and 108 helpline calls in October 2025.
- A unanimous jury of around 200 regulator representatives at the IAGR conference in Lima, Peru, selected the Danish campaign.
The Danish Gambling Authority has won the International Association of Gaming Regulators (IAGR) award for “Best Responsible/Safer Gambling Initiative or Communications Campaign” for the third consecutive year, with its StopSpillet campaign. Director General Anders Dorph returned from the IAGR conference in Lima, Peru, on 5 November 2026 having collected the prize after a unanimous jury selected the Danish entry from the nominated campaigns.
Campaign focus and approach
Launched in autumn 2025, StopSpillet targeted a specific behavioural problem in Denmark: men aged 30 to 40 who can wait up to two and a half years from recognising problem gambling until they seek help. Rather than focusing solely on the individual gambler, the Danish Gambling Authority placed the family at the centre of the narrative. The campaign message read: “You may not see it, but your family does.”
The campaign ran across films, social media, podcasts, radio advertising and Reddit discussions, and included a partnership with the Danish League Association (Divisionsforeningen) to reach its audience through sports channels. The authority reported that the approach deliberately used channels “that our target audience already engages with in their daily lives.”
Measured outcomes
The Danish Gambling Authority published concrete impact figures for the campaign period:
7% of people who saw the campaign took a concrete action, such as contacting StopSpillet or encouraging someone else to seek help.
Among men in the target audience, one in ten took an active step toward seeking help after exposure to the campaign.
The StopSpillet helpline received 108 calls in October 2025, the highest monthly total since the helpline was established in 2019.
Enquiries rose by 50–63% during the campaign period compared with the same period the previous year.
Digital reach included 57.4 million impressions and almost 25,000 clicks to campaign content.
The IAGR jury highlighted the campaign’s role in reducing stigma, its human and empathetic tone, and the documented evidence that more people sought help after exposure.
"I am both delighted and proud. It feels like winning the World Cup of gambling regulator campaigns," said Anders Dorph on receiving the award. "Receiving this recognition for the third consecutive year is strong evidence that our work is making a real difference."
International recognition and precedent
Around 200 representatives from gambling regulators worldwide attended the IAGR conference in Lima, and the jury voted unanimously for the Danish entry. This award follows two earlier IAGR wins for the Danish Gambling Authority: the 2024 campaign “The One-Armed Bandit,” which addressed young people’s exposure to gambling, and a 2025 educational presentation programme for upper secondary students.
The authority’s three-year run of awards reinforces Denmark’s regulatory work as a reference point for international peers. The StopSpillet campaign’s evidence-driven metrics and multi-channel delivery were central to the jury’s decision.
For coverage of the IAGR conference programme see the events listing; campaign distribution metrics and traffic to materials are detailed in the authority’s published summaries and linked campaign content in industry reporting news. The partnership with the Danish League Association connected campaign messaging to sports audiences via sports.
Frequently Asked Questions
What award did the Danish Gambling Authority win this year?
The Danish Gambling Authority won the International Association of Gaming Regulators (IAGR) award in the category “Best Responsible/Safer Gambling Initiative or Communications Campaign.” The prize was announced at the IAGR conference in Lima, Peru, where around 200 regulator representatives attended and a unanimous jury selected the Danish campaign.
When did StopSpillet launch and who did it target?
StopSpillet launched in autumn 2025 and targeted men aged 30 to 40 who often wait up to two and a half years to seek help after recognising problem gambling. The campaign reframed the message around family impact with the line “You may not see it, but your family does.”
What measurable results did the StopSpillet campaign produce?
The campaign generated 57.4 million digital impressions and almost 25,000 clicks to campaign content, a 50–63% rise in enquiries versus the prior year, and the helpline received 108 calls in October 2025, the highest monthly total since the helpline began in 2019.
Has the Danish Gambling Authority won this IAGR award before?
Yes, this is the third consecutive IAGR award for the Danish Gambling Authority. In 2024 the campaign “The One-Armed Bandit” won, and in 2025 the authority’s educational presentation programme for upper secondary students was recognised.
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About the author
Eleanor Whitfield
Regulatory Affairs Correspondent
Eleanor Whitfield tracks gambling legislation, licensing decisions, and regulator enforcement across key markets — from the UKGC, MGA, and Germany's GGL to Spain's DGOJ and the state-by-state map in the Americas. The reporting answers three questions precisely: what changed, where, and who it affects, with jurisdictions, effective dates, and penalty figures named exactly as published. Compliance officers and operators read Eleanor Whitfield to know which rulebook moved before their next board meeting.
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