Senet Group readies media campaign

The independent Senet Group, founded by UK gambling firms William Hill, Paddy Power, Coral Group and Ladbrokes, has kept to its word with the imminent launch of a responsible gambling campaign in the UK market.

Members of the Senet Group will carry new prominent responsible gambling messages on all TV advertising and other forms of advertising online and in betting shops, the group said.

The new message “WHEN THE FUN STOPS, STOP”, which appears on an arresting bright yellow background with black text, intends raising awareness of the potential risks of gambling and the benefits of staying in control.

Advertising straplines will also feature Gambleaware.co.uk more prominently as a source for those that need help with problem gambling.

A broader campaign is expected to launch later in January which will include major TV and radio advertising to reinforce the responsible gambling message.

Chief executive officer of the Responsible Gambling Trust (RGT) Marc Etches commended the Group on the initiative saying it “is a new and important step in the evolution of responsible behaviour among British-based gambling businesses”.

In related news, the Group is on a recruitment drive for an independent Standards Commissioner to chair the group.

Responsibilities will include monitoring and enforcing compliance of members of the Senet Group’s advertising commitments.