South Korea's National Police Agency is launching a youth cyber gambling prevention campaign featuring professional esports player Lee Sang-hyeok, better known as Faker.
The campaign follows an agreement signed on September 30 between the National Police Agency and the Korea Local Finance Association to use digital outdoor advertising for public safety messages.
Beginning in October, advertisements focused on youth cyber gambling prevention and traffic safety will be shown through digital displays operated by the association along the Yeouido section of Seoul's Olympic-daero.
Faker, one of South Korea's most prominent esports players, will feature in the gambling prevention campaign after being appointed an honorary police officer and cyber gambling prevention ambassador in July.
The initiative forms part of a broader cooperation agreement between the two organizations covering the production and distribution of public safety content. They also plan to establish an ongoing working-level system for future campaigns.
From November, the program is expected to expand into other areas of public safety, including campaigns addressing emerging forms of electronic financial fraud such as phishing.
The Korea Local Finance Association operates large digital outdoor advertising displays along Olympic-daero, one of Seoul's major roadways. The partnership will use this existing infrastructure to distribute police public service messaging to motorists and other audiences.
The National Police Agency said the two organizations will also work together on developing campaign materials and promoting wider public awareness of safety issues.
The Faker campaign adds to South Korean authorities' efforts to raise awareness of cyber gambling among younger audiences, using the esports player's public profile to deliver prevention messaging through high-visibility advertising locations.
Sports Toto recently concluded a public content contest focused on gambling harm and illegal gambling prevention
