The NSW Government has relaunched its Betiquette advertising campaign via VMLY&R Sydney, originally created by Y&R Sydney in 2017, aimed at empowering young men to remain in control when betting on sports and racing.


The Betiquette campaign mixes good old-fashioned etiquette with responsible betting.

Director of the Office of Responsible Gambling, Natalie Wright, said the campaign takes a fresh and humorous approach to getting people to think carefully about their choices and stick to limits.

“Betiquette provides tips such as knowing when to stop, planning your bets, overcoming peer pressure, and not betting under the influence of alcohol,” Ms Wright said.

“It’s a clever play on betting decorum and takes a novel approach to getting young men to think carefully about their choices when betting on sports, so they avoid risky behaviour and stay in control.”

The campaign was developed in response to the growth of online betting, the fastest-growing type of gambling in NSW.

“The rise in access to digital money, 24/7 online availability and prominent promotions have contributed to the growth of online betting,” Ms Wright said.

“Now that key sporting competitions are back after Covid-19 restrictions, people are being urged to have a game plan and not get carried away – you don’t need to make up for lost time.”

The campaign includes radio, websites, and social media during key sporting events and builds on the previously successful Betiquette campaign via Y&R Sydney, first launched in 2017.

More information on the Betiquette website

Creative Credits of the original campaign:

Creative Agency: Y&R Sydney
Executive Creative Directors: Dave Jourbert and Bart Pawlak
Creatives: Nick Cole and Pat Allenby
Head of Production: Jacqui Walker
Sound Engineer: Ben Crabbe
Studio Manager: Richard Spencer
Managing Director: Sasha Firth
Group Account Director: Aaron Swan
Senior Account Manager: Stefania Barry
Strategist: Mitchell Crowe – Hardy
Production Company: Sixty40
Directors: Simon Robson & Fred Venet
Matte Painting Artist: Max Clifford
Senior Producer: Charu Menon
Executive Producer: Will Alexander
Digital Agency: VML
ECD/MD: Aden Hepburn
Creative Director: Matt Geersen
Creatives: Rapha Valenti and Fred Corazza
Business Lead: Mark Tovbis
Senior Account Manager: Kirsten Jones
Strategist: Henry Innes
Senior Producer: Ed Krause