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The British Columbia Lottery Corporation (BCLC) is introducing a new advertising and promotional campaign aimed at parents after a new study indicates they may not fully understand the risks associated with underage gambling.

The ads, which will appear in newspapers throughout the province Dec. 15, implore parents to use their 'GameSense' this holiday season and refrain from giving lottery products such as Scratch & Win tickets to anyone under the age of 19.

"These efforts are meant to serve as important reminders to all parents," said BCLC President & CEO, Michael Graydon. "We're challenging them to act responsibly by not giving lottery products to anyone underage. Parents should also be aware that their own gambling behaviour can influence their children's attitudes towards gambling."

The DECODE study, titled "Parents as Partners", was funded by a consortium of organizations interested in gambling behaviour, including BCLC and other lottery and gaming jurisdictions across Canada. It finds, parents across the country, including those in B.C., are reluctant to discuss the issue of underage gambling with their children. Parents who participated in the study indicated they either do not see it as a priority, they do not have sufficient information about the issue, or they simply do not know how to address the issue.

In addition to the advertisements, BCLC will be conducting promotional programming at B.C.'s casinos and online by providing background information on youth gambling and tips on how parents can have the conversation with their child

GameSense is BCLC's innovative new responsible gambling program, designed to assist players with making informed choices about gaming. GameSense reflects BCLC's commitment to provide gaming entertainment in a socially responsible manner in communities around B.C.