Lottery Advertising


A lottery is a competition based on chance in which tickets are sold for the chance to win a prize based on a random drawing of numbers. Lotteries are often promoted as a way to raise money for public benefit and are subject to criticism concerning problems with compulsive gambling and the regressive impact on lower-income groups. Nevertheless, many people play the lottery for fun or as a means of improving their lives. Regardless of whether they are successful or not, lottery players contribute billions to state revenues annually.

The casting of lots to determine fates or distribute material goods has a long history in human society, with several examples recorded in the Bible and in the historical records of early Rome. The first recorded public lotteries to offer tickets for prizes in exchange for money were held in the Low Countries in the 15th century. Records in Ghent, Utrecht and Bruges indicate that the first lotteries were designed to raise funds for town fortifications and assistance to the poor.

Once established, however, a state lottery can become self-perpetuating. It legislates its own monopoly, selects its own operating company or public corporation, and begins operations with a limited number of relatively simple games. Over time, it reinvests the proceeds into additional games and promotions, attracting more and more customers and thus increasing revenues.

While the success of a lottery depends on a wide range of factors, a central one is that it must appeal to the inexplicable human impulse to gamble. Lottery advertisements are designed to capitalize on this innate attraction to chance by offering the allure of instant wealth. Billboards claiming that “you could be a millionaire in just one roll of the dice” are everywhere.

Because state lotteries are operated as businesses with a clear focus on maximizing revenue, advertising necessarily involves promoting the game to target audiences. This raises important questions about the extent to which state lotteries encourage gambling among vulnerable populations and, even if not harmful in and of themselves, whether it is appropriate for a government to promote gambling.

While the message that state lotteries are primarily about the benefits to the general public has some validity, it is misleading. For one, the percentage of lottery players from high-income neighborhoods is far higher than that of the overall population. In addition, a significant portion of lottery revenues come from those in lower-income neighborhoods. These figures suggest that lotteries have a regressive effect on these communities. Furthermore, studies have shown that the popularity of state lotteries is independent of a state’s actual fiscal condition.