Lottery officials want Spanish ads

RALEIGH -- State lottery officials want to start advertising lottery tickets in Spanish, but first they'll have to maneuver around a law prohibiting them from targeting specific groups.

The 2005 law that created the lottery states, "No advertising may intentionally target specific groups or economic classes."

So that leaves lottery officials trying to figure out how to market to Hispanics without targeting a specific group. Advertising has always been a sensitive issue for the lottery since critics don't want government encouraging people to gamble.

The lottery was created to raise money for education programs, and Executive Director Tom Shaheen said there is a large untapped market. Out of 5,900 retailers that sell lottery tickets, officials figure that nearly 200 have a customer base in which at least half don't speak English.

So, Shaheen told lottery commission members Wednesday, he would like permission to work up Spanish radio and print ads within the law.

"Thanks for throwing us into that briar patch," commission Chairman John McArthur joked.

The lottery already runs Spanish language ads touting how much money the lottery has given to educational programs.

The new ads would promote specific games or tickets. The ads would not necessarily be translations of the English language ads already running. The lottery's marketing staff would ensure they are culturally relevant, Shaheen said.

"I strongly feel it's an opportunity for us," said commission member Bridget-Anne Hampden. "It's recognizing the diversity of our state."

The commission told lottery staff to come back with a proposal on the advertising.

"If you're only doing it in English, you're targeting a specific group," said Tony Asion, executive director of the statewide advocacy group El Pueblo. "It's just a matter of making it available."

Most businesses have figured out that there's money to be made by marketing to Spanish speakers, said Juvencio Rocha Peralta, president of the Association of Mexicans in N.C., a Greenville-based advocacy group. But selling lottery tickets that raise money for education is disingenuous, he said, because the state will not allow illegal immigrants the right to attend community college.

"I think they're contradicting themselves," Rocha Peralta said.

Winners of $600 or more must show proof of a Social Security number to collect.