National lotteries have a long-standing history in Europe, beginning in 1441 with the first lottery in Bruges, Belgium. Citizens placed modest stakes, and the income funded projects for the common good. Today, national lotteries are firmly established across all EU Member States with their core purpose unchanged: to generate funds for public benefit by offering safe and fun games of chance. Without this purpose, games of chance lose their meaning – becoming, at best, pointless, and at worst, harmful.
This unique lottery model must be protected. An initiative is underway to have it recognised as UNESCO World Heritage. Separately, The European Lotteries (EL) Association has defined eight key priorities to engage in critical EU-level debates, as outlined in The European Lotteries’ Manifesto. Central to these is a call to EU decision-makers to reaffirm and safeguard the vital societal role of national lotteries across Member States - their cultural heritage and their commitment to public benefit.
However, gathering funds for good causes is not enough. Doing good must never come at the expense of harming customers or society. Games should entertain, not addict. Marketing should steer demand towards lower-risk options and raise awareness about potential risks. Protecting minors and preventing excessive play are non-negotiable. Responsible balance - between prizes, public benefit, and profits - is essential.
That’s why EL was the first games of chance Association in the world to introduce mandatory Responsible Gaming Standards, with 100% of its Members now certified. Compliance is verified by independent auditors – without it, membership ends.
A modern lottery model delivers far greater societal value, across all game types, than any other games of chance model. As an example, EL Members directly employ 55,000 people full-time and contribute €22 billion annually to public good, supporting initiatives in sports, cultural heritage, art, health care, individuals with disabilities/ disadvantages, education and more.
In this context, contemporary lottery practices can provide a benchmark for policymakers and regulators, reaffirming the true purpose of games of chance: serving the public good. Achieving this depends on regulating the market to ensure a risk-averse and socially responsible approach to lotteries and gambling.
Quick fixes and the belief that the market will self-regulate do not work in this sector. Public benefit - not profit - must remain the priority. Member States must be empowered and encouraged to act: ensuring that the operators direct substantial income toward the public good, promoting lower-risk games, protecting vulnerable groups - particularly minors - preventing individuals from spending more that they can afford, and limiting the number of operators with clear selection criteria.
But none of this matters if we fail to protect our societies and markets from illegal operators. They undermine responsible standards and contribute nothing to society. While their offerings may seem efficient, they create unfair competition and cause significant societal harm. They erode the societal purpose of lotteries and all games of chance and the public trust that sustains them.
The European lottery model is more than a game of chance – it’s a shared societal value worth preserving. It unites people, turning their dreams into life-changing jackpots, while fulfilling its true purpose – funding public initiatives that strengthen communities and create a better world for all. Also, EU policymakers play a crucial role in safeguarding its future, shaping how it continues to serve citizens and societies across Europe.