A quirky new responsible gambling campaign in New South Wales aims to educate young Australian men on how to avoid the potential pitfalls of sports betting.

On Thursday, NSW Government Minister for Racing Paul Toole unveiled the new Betiquette campaign, which targets male bettors between the ages of 18 and 35, based on statistics showing 90% of Aussie online sports bettors are men with an average of 31 years.

Toole said the campaign “tackles a serious problem in a lighthearted way” in order to give it a better shot of reaching its target audience. The campaign, which is funded by the Responsible Gambling Fund, will run ads on radio, websites, social media and in licensed venues during major sports and racing events.

The campaign is framed as a style guide, offering such suggestions as setting a cash limit on betting lest you spend money budgeted for other activities, accompanied by a graphic of a man waving goodbye to his swimsuit-clad friends as they sail away on a cruise.