In British Columbia province of Canada, the British Columbia Lottery Corporation (BCLC) has announced that from now on and henceforth, players will be empowered to make educated decisions when it comes to gambling, that that clearly assures their play is balanced through the use of their informed choice. This is being brought about for the first time through the establishment of a new and creative responsible gambling program which includes public service TV ads.

Through the advertisements to be presented on television, gamblers will be encouraged to utilize their ‘GameSense' when gambling through the application of both online and offline resource materials. There will be the opening of ‘GameSense’ information centers for business in casinos as well as throughout the province, community gaming centers. In addition there are knowledgeable staff present to help.

Michael Graydon who is the president & chief executive officer, of the British Columbia Lottery Corporation, has said that GameSense is really concerned with balancing the fun element of playing at online casinos with personal individual choice and the necessity to exercise a sense of control and to remain within one's boundaries when playing in games of chance. He adds that the ads represent the initial and original use of gambling television messages for the first time with the message of responsible gambling, to appear in British Columbia, and says that his corporation is extremely proud that they have been considered as being important enough to receive Public Service Announcement status granted by the Television Bureau of Canada. He says that as required, GameSense will make available the opportunity for the further promotion of provincially funded resources, and that this includes the problem gambling helpline in addition to free counseling services.

The CEO for the Responsible Gambling Council, Jon Kelly, says that by introducing the innovations of GameSense essential problem gambling prevention information will appear to be much more friendly, and both appealing as well as accessible. He says that it now reflects BCLC's continuing commitment to the provision of gaming entertainment in a socially responsible manner in various communities throughout the province.

The main aspect of the campaign is to promote the message that if you are going to gamble you need to be aware of you limits and to stay within them. This then is the main point of the sales and marketing message being permitted by the BCLC. According to recent studies, approximately 5% of the adult population of British Columbia reflects those who are problem gamblers.

Posted on: August 7, 2009

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