UK National Lottery operator Allwyn is preparing to introduce a new in-store scratchcard purchase limit across its retailers from October.

The move is in line with Allwyn’s commitment to protecting players and operating in a socially responsible manner and will see the operator introduce a ten scratchcard per transaction limit in stores from 1 October.

This matches the existing limit for authorised online retailer partners.

Allwyn said its purchase data shows that the vast majority of in-store players already buy far fewer scratchcards than this at one time, so players are unlikely to see any difference when making their purchases.

The new in-store cap will help to minimise the likelihood of any excessive play, while still giving players the opportunity to buy up to ten games in one go to give as gifts.

The announcement coincides with Allwyn’s new National Lottery ‘Best Gift Ever’ campaign, which is already featuring on radio, out-of-home and print, and will develop over the coming weeks and months, including a retail takeover in June.

The new gifting strategy will be supported by a bespoke ‘18+ Gift Responsibly’ mark to re-iterate the need for people to still be 18 or older to buy, gift, receive and play.

‍“Whether it’s a Lotto, EuroMillions, Set For Life ticket or a Scratchcard, National Lottery games area great little gift that people can buy in store to give to adult family or friends,” said Allwyn director of channel operations Alex Green. “Not only could the ticket go on to win a fantastic prize, but by buying one, they’re also helping raise vital money for National Lottery-funded projects. So, when your customers are shopping for birthday, anniversary, congratulatory or thank you gifts, why not suggest they pop a Lucky Dip or Scratchcard in their card?

“In line with making sure The National Lottery remains a trusted and safe environment, we’ll also be setting a new standard for National Lottery player protection by introducing an in-store scratchcard limit later this year. We’ll be speaking to retailers over the coming months about how this will work and, as always, are grateful for their help and support in preventing underage and excessive play in their stores.”