Big UK Betting Operators Roll Out Responsible Gaming Ads

Ladbrokes, William Hill and Paddy Power started the year with a step towards a more responsible gambling industry by promoting their new ads with a strong message for users to play within their limits.

Along with Coral, the UK-based betting companies announced last year that they will be forming a watchdog group meant to make sure that the marketing and advertising in the country does not target problem gamblers. Called the Senet Group, the bookmakers and online casino operators will feature messages with prominent messages for responsible gambling starting from the motto “When the Fun Stops, Stop”.

Raising Awareness

The message will be found in all ads issued by Senet Group members and should help raise awareness regarding potential risks that come from gambling too much, as well as the benefits of always playing within certain limits.

These are not just limited to TV advertising as the companies will also present the same message on the windows of their local stores, talk about the topic in press releases and other forms of marketing. As a result, this is the biggest step for responsible gambling ever made in the industry.

For those that need advice or help regarding gambling issues, the campaign also features a specialized website called GambleAware.uk where an experienced team will guide players towards a more responsible path in a confidential and secure way.

Setting the Bar

With the presentation of the new campaign, the operators hope to attract more companies to the Senet Group and form an even bigger agreement among British-based businesses. An independent third party standards commissioner in the group is in charge of monitoring the advertising campaigns launched by members and enforce compliance if needed.

In addition, the members have also agreed that they will not advertise their promotional offers on television before 9pm, while having at least 20 percent of the space on their retail shops windows with responsible gambling ads.