Spillemyndigheden wins IAGR award for StopSpillet campaign

Denmark's Spillemyndigheden won the International Association of Gaming Regulators award for Best Responsible/Safer Gambling Initiative or Communications Campaign, for its StopSpillet campaign. The award was presented at the association's annual conference in Lima, Peru. Around 200 representatives of gambling regulators from around the world attended the conference. A unanimous jury chose the Danish campaign as the winner among the nominated entries.

The StopSpillet campaign was launched in autumn 2025. It aims to get more people with gambling problems to seek help earlier. The regulator said men aged 30 to 40 often wait up to two and a half years between recognising that their gambling has become a problem and seeking help. The campaign put the family at the centre and showed how gambling problems affect those closest to the person. It was delivered through film, social media, podcasts, radio spots, dialogue on Reddit and a collaboration with Divisionsforeningen.

According to Spillemyndigheden, 7% of those who saw the campaign took a concrete action, such as contacting StopSpillet or urging others to seek help. Among men in the target group, one in ten took an active step to seek help after seeing the campaign, the regulator said. StopSpillet received 108 calls in October 2025, the highest number since the helpline started in 2019, according to the regulator. The number of enquiries rose by 50-63% during the campaign period compared with the same period a year earlier. The campaign recorded 57.4 million digital views and almost 25,000 clicks to its content, the regulator said. In its reasoning, the jury highlighted the campaign's ability to reduce stigma, its human and empathetic approach and the documented results in the form of more people seeking help after seeing it.

Spillemyndigheden director Anders Dorph said the third consecutive award is strong evidence that the regulator's work makes a difference. Dorph also said the regulator deliberately used channels and platforms the target group already uses in daily life. Spillemyndigheden won the same association's award in 2024 for the campaign Den enarmede tyveknægt, which focused on young people's encounters with gambling. In 2025 it won for its presentations at youth education institutions.

StopSpillet is Spillemyndigheden's national helpline for people with gambling problems and their relatives. The counselling is free, confidential and anonymous.