The National Lottery Commission (NLC) is insisting that licence
holder Camelot spend a minimum of 1.5% of its revenue on marketing each
year, amid accusations of that promotion of the lottery has been
lacklustre.
The Commission is also demanding that Camelot spends as much in
aggregate for the final two years of the seven-year licence, as in the
first five.
This measure would prevent Camelot 'running down' the lottery toward the
end of the licence period.
On current sales performance this would involve Camelot spending £75m on marketing per year for the first five years, and a further £375m for the final two years - a total investment of £750m over
the next seven years.
The NLC target requires Camelot to invest seven times as much on
marketing as it did during its original seven-year licence period.
Ian Milligan, sales and marketing director at Camelot, said it had
exceeded the marketing requirements of the first period.
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