Purpose
The purpose of this Advertising
Policy is to outline the standards by which the New Mexico Lottery
conducts its advertising. For the purposes of this Policy,
advertising is defined as the products and methods used to promote
the Lottery and it’s Lottery games. This includes but is not limited
to: concepts, commercials, news releases, announcements, logos, and
printed materials created either in-house or by the Lottery’s
advertising agency for use in a variety of venues including but not
limited to television, radio, print, outdoor, internet, retail
locations, special events and promotions.
Content and Tone
Advertising shall maintain
respect for the individual and shall not degrade the image or status
of a person or persons based on gender, age, race, religion or
socioeconomic group.
Advertising shall
not contain language, images or actions that are obscene, lewd or
otherwise inappropriate.
Advertising shall
not encourage people to play excessively nor beyond their means.
Advertising shall
not promote the Lottery as a way of relieving a person’s financial
difficulties nor as an alternative to work.
Media Placement
Advertising shall not appear in
programming that is directed primarily at those under the legal age.
Advertising shall
not appear in programming that portrays excessive gambling or a
preoccupation with gambling
Advertising shall
not appear in programming that is political in nature.
Advertising shall
not appear in programming that is of questionable taste (including,
but not limited to, subject matter that is obscene, lewd or
otherwise inappropriate).
Responsible Gaming
Advertising shall inform the
public of the age restrictions to purchase Lottery products where
reasonable and appropriate.
Advertising shall
clearly state the odds of winning where reasonable and appropriate.
Advertising shall
include a “play responsibly” message where reasonable and
appropriate.
Procedures
The Marketing & Communications
Department shall establish and maintain procedures for advertising
that follow the standards of this Policy.
Ownership of Rights
The New Mexico Lottery
exclusively owns all advertising materials as defined in this
Policy. All such property is and shall remain property of the
Lottery. The rights to such property may not be provided in part or
whole to another party without the prior written approval of the CEO
with advance written notification to the Board of Directors.
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