彩票“营销”的反思与法律规制

Rethinking and Regulation of Lottery Marketing

营销是博彩销售增长的必备手段和策略。不夸张地说,博彩对营销的采纳是博彩发展的一次重要"革命"。营销改变了社会对博彩的认识和观念,成就了博彩的高速增长。然而,博彩营销也给社会带来了困扰,尤其是问题博彩的形成和加剧。如何平衡博彩营销的"利弊",不仅关涉博彩本身的增长,更关涉社会公共健康。对博彩这种特殊产品营销进行法律规制是一国博彩长期发展的必须选择。对中国而言,法律不仅应从竞争角度关注营销对彩票经营者的影响,更应从公共健康出发,对彩票营销进行约束,进而降低营销对社会公众博彩行为的不当影响。

Marketing is an important strategy for lottery sales. While marketing promotes sales of lottery, prob- lem gambling and related adverse impacts are becoming challenges for nations who legalize lottery. Problem gambling not only endangers the development of lottery, but also harms the health of the public. For Chinese government, regulating lottery marketing is an important step to deal with the problem gambling and related adverse impacts.