Twinkle twinkle little star: Gambling and child recognition of the Irish national lottery logo

Online and physical gambling activity has increased exponentially in the UK, Ireland, and Europe over the last 15 years. In Ireland, the National Lottery logo depicts a friendly, anthropomorphic ‘dancing star’, which is reminiscent of a nursery rhyme character. This research sought to examine children’s recognition of the National Lottery logo. A child-friendly survey was administered in nine Irish primary schools in the mid-west region of Ireland. This convenience sample facilitated the gathering of information from 671 participants aged 6-13 years. The results indicate widespread familiarity with the National Lottery logo amongst children in Ireland. Forty percent of the youngest age group examined (7 years) and 85% of the oldest age group examined (12 years) identified the National Lottery logo. The level of familiarity with the logo suggests a high level of cultural recognition of gambling advertising among younger and older children. The proportion of children who correctly identified the National Lottery logo is an issue of concern. The ‘dancing star’ logo may appeal to younger audiences, which may be a violation of the National Lottery Advertising and Promotion Code of Practice.