New MA Online Lottery Dangerous For Kids, Reform Group Says
A national gambling-reform group is urging Massachusetts Treasurer Deborah Goldberg to intervene over online lottery games that it says normalize gambling among youth.
In an Aug. 17 letter, Stop Predatory Gambling National Director Les Bernal urged Goldberg, who chairs the Massachusetts State Lottery Commission, to order changes to the state’s online platform, which launched in July.
The group singled out three games: “The Claw,” “The Lamp,” and “Prize Chickens.”
Stop Predatory Gambling said “The Claw” resembles arcade claw machines popular among children, while “The Lamp” uses genie imagery that evokes Disney’s Aladdin. “Prize Chickens,” the group said, relies on cartoon animals and bright graphics similar to children’s mobile games.
Under state law, real-money online lottery gambling is restricted to people 21 and older.
‘Joe Camel Effect’
The letter compared the Lottery’s use of cartoon aesthetics to the “Joe Camel” effect.
The Joe Camel effect refers to a controversial marketing tactic. The strategy involves youth-oriented cartoon imagery to build brand loyalty among underage consumers, allegedly hooking a new generation on a potentially harmful product.
The group also raised concerns about the Lottery’s “free to play” versions of eInstant games.
Stop Predatory Gambling said visitors could access $50 in virtual play money without registering or being age-verificated. It urged the Lottery to place free-play games behind age and location verification.
Why it Matters
Massachusetts is part of a broader expansion of state-run online lottery gambling. The state launched Mass Lottery Online on July 27 with more than 20 eInstant games.
A total of 18 U.S. states offer state-run online lottery play directly through their official state websites or apps.
Bernal compared the lottery issue to Massachusetts Attorney General Andrea Campbell’s efforts targeting social-media companies. Social media platforms also allegedly harm young users. Stop Predatory Gambling argued that a state-run gambling operation should face similar scrutiny.
“The Massachusetts Lottery has proven that it will not act responsibly,” the letter said, calling on Goldberg to make “meaningful changes.”
The letter was also copied to Gov. Maura Healey, Campbell, Senate President Karen Spilka and House Speaker Ron Mariano.
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