NSW Government launches ‘Betiquette’ responsible gambling campaign aimed at young men

The NSW Government has encouraged young men to “show some betiquette” in its latest ad campaign targeting problem gambling.

In the 30 second ad, inspired by old fashioned newsreels, a talking lobster says “just like paying attention to a lady a man should always bet with ‘betiquette'”.

The ad pokes fun at modern day situations replacing it with ‘betting slips’.

Created by Y&R Sydney, the ad says men should never be intimated by the size of his mates bet or never wake up hungover next to some random betting slips.

The Minister for Racing Paul Toole, said in a statement: “This campaign tackles a serious problem in a lighthearted way that is sure to cut through and resonate with the target audience, young men.

“The clever play on words brings a novel and humorous approach to get young men to think carefully when betting on sports so they stay in control.”

The campaign is set to run across radio, online, social media and in licensed venues.

“Ninety per cent of online sports bettors are male, with an average age of 31. This is why there needs to be a targeted education campaign,” Toole said.

A website has also been created which offers tips on how to gamble responsibly, including setting a cash limit, knowing your bet and reading the terms and conditions.

Users can also get support though the website and read statistics related to betting.


  • Creative Agency – Y&R Sydney
  • Managing Director – Sasha Firth
  • Executive Creative Directors – Dave Jourbert and Bart Pawlak
  • Creatives – Nick Cole and Pat Allenby
  • Head of Production – Jacqui Walker
  • Sound Engineer: Ben Crabbe
  • Studio Manager – Richard Spencer
  • Group Account Director – Aaron Swan
  • Senior Account Manager – Stefania Barry
  • Strategist – Mitchell Crowe – Hardy
  • Production Company: Sixty40
  • Directors: Simon Robson & Fred Venet
  • Matte Painting Artist: Max Clifford
  • Senior Producer: Charu Menon
  • Executive Producer: Will Alexander
  • Digital Agency – VML
  • ECD/MD – Aden Hepburn
  • Creative Director – Matt Geersen
  • Creatives – Rapha Valenti and Fred Corazza
  • Business Lead – Mark Tovbis
  • Senior Account Manager – Kirsten Jones
  • Strategist – Henry Innes
  • Senior Producer – Ed Krause

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