Ladbrokes Launches Responsible Gambling Education Campaign

Dedicated television advertisement will air Friday

On Friday 16th May the online and land gambling group Ladbrokes will launch Britain's first dedicated TV advertisement to promote responsible gambling.

The advertisement is part of the new 'Ladbrokes Life' campaign which launched in April (see previous InfoPowa report) and was developed by the BBH agency. It celebrates the characteristics of different betting customers and aims to set a markedly less aggressive tone to that used in rival betting advertisements.

In the responsible gambling advert one of the characters, Mr Brightside is seen enjoying his night out despite being denied a winning bet by the decision of a linesman. The advertisement ends with a 'Please Bet Responsibly' message and does not include any promotional or sales messages.

Ladbrokes management says that the dedicated responsible gambling approach follows a number of measures undertaken by the betting group to promote responsible gambling.

These include the introduction of the Association of British Bookmakers code of player protection; new set-limits software on machines and retraining of staff to include a greater focus on interaction.

Ladbrokes already dedicates 20 percent of its shop window space to the promotion of responsible gambling and runs in-shop responsible gambling adverts featuring Chris Kamara.

Earlier this year the company established a committee of the main board of directors to set responsible business benchmarks, and for elements of executive pay to be linked to responsible gambling measures.

Ladbrokes chief executive Richard Glynn said Thursday:

"Most betting customers will recognise the message in the advertisement as something they already practice but we believe it is important to continue to promote responsible gambling to ensure people stay within their limits and don't take unnecessary risks."

Online Casino News Courtesy of Infopowa

More news

here.

About the Author... Total Posts Written: 9,461
Casinomeister

Casinomeister

The man with the plan here at Casinomeister. Bryan Bailey has been running Casinomeister since its launch in June of 1998. He has watched the industry grow from its primeval stage to what it is now. The Meister has attended nearly 100 conferences in the past 20 years and has either been a speaker or a panel moderator for at least 60 events. He has always been an advocate of fairness and reason and is known to like German beer, a good Scotch, and astrophography.
bryan@casinomeister.com

See More Posts