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Lottery Advertising Key Messages

The lottery is a popular gambling game run by state governments. Its revenues are typically low, but the winners’ cash prizes can be large. It can also be very addictive and, in the long term, it can lead to problems for some people.

Lottery advertisements generally promote a simple message: playing the lottery is fun and, for many people, it’s the only way they’ll ever win the big jackpot. This message is coded, however, to obscure the regressivity of the games and the fact that they offer only a small chance of winning.

Another message the ads promote is that lotteries are an important source of “painless” revenue: they allow states to raise a significant amount of money without raising taxes on most people. This is a particularly effective argument during times of economic stress, when state government budgets are under pressure and the public is worried about job losses and cuts in public services.

A third key message in lottery advertising is that the proceeds from lotteries are used to help people in need, such as poor children and alcoholics. While this claim is often accurate, the fact is that the proceeds are far from being evenly distributed across the population and are used primarily by the wealthiest of citizens. The disproportionate use of the lottery to help the wealthy has created some concerns about its effect on the overall health of society and, in particular, on poorer citizens.