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New Gambling Awareness Ads to Hit the UK

Sent Group

Senet Group, the independent gambling self-regulator, is running some new television, online and radio advertising that reminds people partaking in gambling to no bet more than they can afford, that they shouldn’t chase losses and that doing so is a #badbetty.

The advertisements use a play-on-words to the 1977 Ram Jam song Black Betty and now feature a slightly different lettering in its “When the funs stops stop” banners that are displayed alongside key sporting events.

Ron Finlay, the Senet Group’s chief executive, said: “Our research shows that gamblers are getting the message, but we want to keep reinforcing it.”

In a statement on the Senet Group website, Finlay went on to say that the Group has added guidance which strengthens the restrictions on its members’ advertising.

“Members committed no to advertise gaming machines in betting shop windows and now we’ve clarified that this extends to ‘tournaments’ too. We’ve also added guidance to include trackside hoardings shown on TV within the restrictions that apply to TV advertising before the 9pm watershed.”

The Senet Group was established in September 2014 with the goal of helping to prevent problem gambling. It was created by four of Britain’s most prominent gambling companies, namely Paddy Power, Coral, Ladbrokes and William Hill in response to public concerns on gambling and gambling advertising.

Any gambling operator can become a member and all member commit to:

  • Dedicate at least 20% of shop window advertising to responsible gambling messages
  • Withdraw all advertising of gaming machines from betting shop windows
  • A voluntary TV advertising ban on sign-up offers, such as free bets and free money, before 9:00pm

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