Lottery Advertising Misleads Lottery Players

The casting of lots to determine fates or other important decisions has a long record in human history. However, the first lotteries to offer tickets for sale with prize money have been traced back to the Low Countries in the 15th century, when they were used to raise funds for town fortifications and to help the poor.

Today, state governments generate billions of dollars a year from lottery proceeds, and many people regard the activity as a good public service, particularly in states where the money is earmarked for education. Lottery advertising, however, focuses mainly on two messages, both of which are coded to obscure the regressivity of the activity.

One is that the purchase of a ticket provides entertainment value, and it thus can be rational according to decision models based on expected value maximization. The other is that the chance of winning a large prize is worth it, and it thus can be rational to gamble on the lottery even when the odds of success are long.

Lottery players are often misled by these marketing strategies, and the evidence suggests that they play the lottery at levels that can be characterized as irresponsible. The results can also be disastrous. The fact is, though, that for a huge number of people the lottery has been their ticket to a better life. And they have to realize that the chances of winning are long, despite all the quote-unquote systems that they might use — about lucky numbers and stores and times of day — to boost their odds.