Will this initiative help in fighting gambling addiction? I don't think so. Most hardcore gambling addicts wouldn't care about such initiatives.
Most gambling addicts have the "I will make a huge win and this will compensate all my loses!"" mentality, which is kinda delusional.
I agree that all those "winning is easy" gambling advertisements are misleading as f*ck. In my country, the government owned national lottery is being advertised on TV with the same "wining is easy" ads, which is totally annoying. Sports betting TV ads are also allowed, but I think that this will change soon and there will be a ban for gambling ads on TV/radio.
It's also possible that most scratch cards are only collected by him. I mean literally, like when he sees a scratch card in the gambling shop, he will pick it up. Some people are like this, especially if they have an interest on the same field.
The initiative may not help those hardcore gamblers but it can help those who are still going on that path. Whether you are an experienced gambler or not, it's already too good to be true hearing those "winning is easy" tag line and yeah it's annoying as fck. It's also sad that we can mostly see a change when the damage is already dealt but again, that is better than nothing.