The North Carolina lottery is spending millions to encourage ticket buyers to play responsibly -- and to keep buying lottery tickets.
The News & Observer of Raleigh reports Saturday that information released through a public records request shows that lottery officials spent about $11 million in the 2009 fiscal year on television and radio ads.
Lottery executive director Tom Shaheen says he's pretty sure the ads are working: sales in the 2009 fiscal year were up 20 percent over 2008.
The lottery doesn't study specific effects its ads have on consumers' behavior. That would take more money, and the lottery's advertising budget is limited by law to 1 percent of gross ticket sales.