The initiative started three years ago in Holland, where 30, 000 scratch cards were distributed to homes.

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Does the non-stop flogging of scratch cards, duty-free goods, scorching coffee and rubber paninis initiate premature labour in exasperated mums-to-be?

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Panorama spoke to several problem gamblers, addicted to everything from scratch cards to online slot machines, and high stakes gaming terminals.

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Dubbed "Hagelo, " which translates to "Hey, you thief" the service incorporates scratch cards and crowd sourcing through an internet and mobile phone based application.

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Even while paying off the loan with scratch cards, users pay half as much for each hour of lighting as they did with kerosene.

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Director John Waters sent up the concept by having scratch-and-sniff cards passed out with tickets at his 1981 film, Polyester.

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Ken Hawkins, director of the site GiftCardTracker.com, says he has spotted scratch-and-sniff gift cards in the past.

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