Initial shot in a campaign backed by bookmakers William Hill, Ladbrokes, Coral and Paddy Power
The first Senet Group television campaign to promote responsible gambling is all set to debut on British television screens this Friday.
Senet Group is a purpose-founded problem gambling watchdog group funded by major UK bookmakers William Hill, Ladbrokes, Coral and Paddy Power (see previous InfoPowa reports).
The initial GBP 2 million campaign from Senet Group shows two men – one at home and one in a betting shop – losing their tempers when they lose, and features the tagline "When the fun stops, stop."
The soundtrack on the advert is the 1977 hit Black Betty by Ram Jam, and the voiceover warns: "If you're betting more than you can afford, it's a bad betty, so pause for a moment and think again."
Advertising slots will include the commercial breaks around major televised sporting fixtures.
The charity Gamble Aware features prominently in the advertising as a source of advice about problem gambling.
With effect from October 1 2014 the four major bookmakers voluntarily signed up to a ban on advertising sign-up offers such as free bets and free money on TV before 9pm; the withdrawal of all advertising of gaming machines from betting shop windows and dedicating 20 percent of shop window advertising to responsible gambling messages (see previous InfoPowa reports).
The companies also pledged that the Senet Group, headed by an independent standards commissioner, will hold the industry to account with the aim of protecting vulnerable gamblers, as well as having the power to name and shame or fine operators in breach of codes of practice.
Other bookmaking companies have been urged to join the Senet group and uphold its tenets.
Senet Group chairwoman and standards commissioner Wanda Goldwag said this week:
"Gambling companies have a responsibility to the communities they serve and must protect the vulnerable, especially young adults.
"We know young men are particularly susceptible to problem gambling and this campaign is designed to reach them in a compelling and engaging way."
Marc Etches, chief executive of the Responsible Gambling Trust, said: "The Responsible Gambling Trust welcomes any effort to spread responsible gambling messages and commends the Senet Group for taking this step.
"British-based gambling businesses have a duty to promote responsible behaviour and it is important that campaigns like this include all operators and not just the biggest bookmakers."
See the new ad. here:
Online Casino News Courtesy of Infopowa