Beyond compliance: global lotteries unite to safeguard emerging adults

Hosted by the World Lottery Association (WLA) and digitalRG.com – the platform WLA members use to undertake RG certification – the webinar was attended by over 150 participants from 41 countries. While the primary topic was retail compliance, the underlying current was the protection of a specific, vulnerable demographic: emerging adults.

Three key pillars emerged for the year ahead: the rigorous demands of RG certification, the nuances of age verification for young adults, and the shift from punitive enforcement to positive reinforcement.

The certification imperative

The webinar served as a milestone for the industry, announcing that 20 lotteries had successfully achieved the WLA Responsible Gaming certification across Levels 2, 3, and 4. However, the discussion made it clear that certification is not merely a badge of honor; it is an operational framework that demands tangible evidence of player protection.

Mystery shopping is one activity carried out by some lotteries to ensure anyone purchasing their products are of legal age. It has moved from a "nice-to-have" to a critical tool for demonstrating this maturity.

According to the event data, while established operators in Belgium and New Zealand have entrenched programs, a significant portion of the global community is still catching up. Attendees from jurisdictions including India, parts of Brazil, and Argentina reported their mystery shopping programs as "in progress", highlighting a global race to meet rising certification standards.

Defining emerging adults

A central challenge addressed during the session was the complexity of age verification, which varies significantly by region. This legal patchwork directly impacts "emerging adults", typically defined as those transitioning from late adolescence into adulthood.
Data from the session illustrates the diverse legal landscape operators must navigate:

• The 18 standard: The majority of attendees enforce a legal age of 18.
• The 21 threshold: In contrast, representatives from India and some US lotteries noted a legal age of 21 for some or all products.
• Hybrid models: Some jurisdictions noted that age limits "depend on the games," adding a layer of complexity for retailers.

To address this, leading operators are using mystery shoppers who specifically represent this demographic. For instance, Loterie Nationale (Belgium), utilises a jury-selected group of underage shoppers to test compliance strictly, while other jurisdictions employ young adults (aged 18–22) to test "Challenge 25" style policies. This ensures that retailers are not just looking for children, but are actively verifying the age of emerging adults who may legally be on the borderline.

From policing to partnership

Perhaps the most valuable takeaway is the industry's philosophical shift regarding how these audits are conducted. The webinar highlighted that effective RG programs are moving away from purely catching violators and toward "continuous improvement".

Three distinct approaches were highlighted:

1. The educational model (US): The Hoosier Lottery presented a standout case for positive reinforcement. Rather than immediately terminating retailers for a failed check, they focus on "recognition and certification" for those who pass, using the program to reward good behavior and normalize age checks.
2. The risk-based model (New Zealand): Lotto NZ integrates mystery shopping into a broader enterprise risk framework. Their target pass rate is set at 80%, viewed as a realistic "risk appetite" setting that allows them to identify systemic issues rather than just isolated retailer errors.
3. The Zero-Tolerance Model (Spain): Conversely, some operators maintain strict targets. Attendees from ONCE (Spain) cited targets of 100% and "0 failures," viewing strict legal compliance as the only acceptable metric.

As we move further into 2026, the message for lottery operators is clear: protecting emerging adults requires more than a "No Under 18" sticker on the door. It requires a dynamic, data-driven strategy.

Whether through the supportive coaching model seen in Indiana or the rigorous external audits of Belgium combined with rewards for good progress, the global lottery community is proving that responsible gaming is built on the ground floor of retail, one ID check at a time.

Support for addressing emerging adults

The WLA has partnered with the East Carolina University and developed the microsite Reaching emerging adults, which examines the gambling risks associated with this group and provides useful resources for lotteries, emerging adults and their entourage and anyone assisting emerging adults.

Find out more here