18 Accepted in Part

We recommend that a clear majority of National Lottery product advertising should prominently feature the...

Recommendation
We recommend that a clear majority of National Lottery product advertising should prominently feature the link between playing the National Lottery and supporting good causes. (Paragraph 103) What next for the National Lottery? 37
Government Response Summary
The government and National Lottery Distributors welcome the focus on grant acknowledgement and commit to considering how to more effectively ensure funding recipients make beneficiaries aware of the source of funding, and have committed to specific changes in this area, but do not directly address prominently featuring this link in product advertising.
Government Response
Accepted in Part
HM Government Accepted in Part
The 12 National Lottery Distributors welcome the Committee’s focus on grant acknowledgement and agree it is vitally important that National Lottery funding is recognised and understood. The National Lottery Forum has strong governance in place to ensure the Distributors work together, including a Grant Acknowledgment Working Group where colleagues from all Distributors meet regularly to share best practice. In addition, the National Lottery Promotions Unit (NLPU) is a joint venture between the operator, DCMS and the Distributors. It raises positive public awareness of National Lottery funding, thereby contributing to the overall brand health of The National Lottery. The Distributors have a strong commitment to grant acknowledgement which broadly falls into three categories: • Requirements of grant holders: Distributors contractually oblige grant holders to acknowledge their National Lottery Funding. This includes using the correct branding across their projects, sports kits, films, and events and referencing the National Lottery in marketing materials, press, social media, and interviews. • Support for grant holders: Distributors provide brand guidance and toolkits to grant holders. They also regularly engage with grant holders to provide advice, for example UK Sport works with every Olympic and Paralympic sport to ensure that the Chair, CEO, performance team, communications team and athletes understand the role that the National Lottery players play as well as the impact of National Lottery funding. • Media and communications: Distributors work closely with grant holders in planning the announcement of their grant and acknowledging their grant through planned press activity. Examples of press activity include UK Sport requiring athletes to make themselves available for three media appearances per year, and the British Film Institute producing videos from talent to thank National Lottery players. The Distributors have taken on the committee’s recommendation to consider how they might more effectively ensure that recipients of funding ensure that those benefiting from funding are aware of the source of their funding. They have committed to the following changes:
Addressee Bodies
Department for Culture, Media and Sport
Timeline
Recommendation age 3.7 yrs
Report published 22 Nov 2022