Beginning on January 1, 2015, the largest betting companies in the United Kingdom have committed to including a prominent responsible gambling message on all broadcast, Internet, and print advertising. These messages are part of a new program by the Senet Group, an independent gaming industry organization dedicated to promoting responsible gambling standards and ensuring that all UK gambling marketing efforts are conducted in a thoughtful and socially responsible manner.
Partnering with large British wagering operators such as Ladbrokes, Coral, Paddy Power Casino, and William Hill, the Senet Group is committed to setting advertising guidelines and enforcing compliance of member organizations with a range of measures that are aimed at protecting the vulnerable. The organization’s 2015 advertising initiative requires that all forthcoming commercial gambling messages carry a bright yellow warning sign that is composed of several different eye-catching fonts. Reading “WHEN THE FUN STOPS, STOP,” the warning also includes a link to gambleaware.co.uk, a website that emphasizes responsible gaming by providing information and interactive tools that can help people make informed decisions about their wagering habits.
The new warning message will be attached to everything from radio spots to on-site marketing materials in UK gambling shops. Working to promote self-regulation from within the gambling industry, the Senet Group has also facilitated member agreements that restrict the placement of free betting offers on television and devote 20 percent of all shop window space to responsible gambling messages. By making these significant regulatory efforts, the group hopes to avoid more drastic legal restrictions from the UK government.
Gaming operators and industry organizations such as the Senet Group understand the high toll that gambling addiction takes on some individuals and families. However, they also recognize just how much enjoyment games of chance can provide to the millions of UK citizens who gamble responsibly. In the words of Ron Finlay, the interim CEO for the Senet Group, “Gambling 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.” He goes on to drive home the simple message of the new responsible gambling campaign: “When gambling stops feeling like fun, it’s time to call it quits.”
