Advertising Guidelines
The Vermont Lottery strongly supports truthful and responsible product advertising that promotes Lottery games as a form of entertainment while reminding consumers to play Vermont Lottery games responsibly. Below are the Vermont Lottery’s current advertising guidelines:
- Lottery players and Vermonters must be represented in a positive manner.
- The use of humor is acceptable. However, not at the expense of a person's gender, race, religion, emotional or psychiatric state, political position, family situation, financial position, job status or place of residence.
- Lottery games must be advertised responsibly and realistically. Do not mislead players by promising riches and/or a drastic life change, and/or an easy win.
- Do not promote lottery games as the cure for financial problems.
- Encourage responsible play.
- Promote lottery games as a form of entertainment.
- Do not use children in lottery advertising or create advertising that appeals to children.
- When reasonable, promote the benefits of Vermont in lottery advertising. For example, Vermont's scenic beauty, agricultural products, Vermont products, and consider co-promotions with other Vermont agencies and producers.
- Advertise prize amounts accurately. For example, if a game has a $1 million top prize and is paid over 20 years, indicate that the top prize is annuitized; or clearly state the number of tier winners in an instant game instead of using misleading terms such as, "tons of winners" or "loads of winners."
- Include the “odds” of winning on all instant game tickets, and on all television and radio ads for online jackpot games, where practicable.
- Respect Vermonters and lottery players and create advertising that demonstrates that the Vermont Lottery is advertising and operating responsibly.
- Prominently display the, "Please Play Responsibly" logo on all advertising materials.