Since January 1 2015, Britain's major bookmakers are pushing a responsible gambling message on all TV advertisements and other advertisements online and in betting shops.
“When The Fun Stops, Stop” is the message that Coral, Ladbrokes, Paddy Power and William Hill are pushing throughout 2015 in an attempt to raise awareness of the potential risks of gambling and the benefits of staying in control. The campaign is supported by GambleAware.co.uk who will act as a source of advice for anyone who may have developed a gambling problem.
Roy Finlay, the Interim Chief Executive of the Senet Group said: “Gambing companies provide fun and entertainment for huge numbers of people. But if you're spending more than you can afford, it can lead to stress, anger, guilt and other problems. When gambling stops feeling like fin, it's time to call it quits.”
The Senet Group was established in September 2014 when William Hill, Ladbrokes, Coral and Paddy Power came together in response to public concerns on gambling, and gambling advertising in particular. Members of the Senet Group have committed to adhere to strict industry codes, including those set out by the Association of British Bookmakers.
In addition to those guidelines, since October 1, 2014, the Senet Group members agreed to:
- Dedicate at least 20% of shop window advertising to responsible gambling messages
- Not to advertise gaming machines in betting shop windows
- Not to advertise free bet or free sign-up offers on TV before 9:00p.m, mindful of children and young people watching.
The Chief Executive of the Responsible Gambling Trust, Marc Etches, welcomed the new Senet Group campaign, saying: “We commend the Senet Group for its campaign to help gamblers stay in control of their gambling. This initiative is a new and important step in the evolution of responsible behaviour among British-based gambling businesses. We are pleas that the campaign features GambleAware, an easy to remember website that offers help to all those who need confidential advice or support with problem gambling.”