The future of Lottoland's business in Australia is being threatened by a new Tatts Group-backed lobbying campaign aiming to discredit it as a "fake lottery", prompting a robust response from the lottery betting operator.

The new campaign is being run by the Australian Lottery and Newsagents Association (ALNA) and backed by the country's leading lottery operator Tatts, focused around the tagline "Lottoland's Gotta Go!"

"The very existence of these fake lotteries in our opinion creates an uneven playing field for your business," said ALNA in a statement to its members.

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