The gambling market in the UK has been heavily regulated in the past months, allowing only operators with a UK license to operate and obtain UK customers. Along with the new regulations came a request for more responsible gaming on all ads running, but especially for those running on TV.
The new campaign has been created by the Senet Group, which is the new responsible gambling body created by the biggest bookmakers in the UK, Ladbrokes, Coral, Paddy Power and William Hill. The campaign will have all gambling ads from the companies say “When the fun stops, stop!” to ensure that players understands the risk of gambling.
Furthermore there will be more focus on promoting help lines for gambling addicts, showing people who know they have a problem where to go for help or family/friends of people with gambling problems where they can call for some advice on the situation.
“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. When gambling stops feeling like fun, it’s time to call it quits” Interim Chief Executive Officer of Senet Group, Ron Finlay said.
“We commend the Senet Group for its campaign to help gamblers stay in control of their gambling. This initiative is a new and important step in the evolution of responsible behaviour among British-based gambling businesses. We are pleased that the campaign features GambleAware, an easy to remember website that offers help to all those who need confidential advice or support with problem gambling.” Chief Executive Officer of Responsible Gambling Trust, Marc Etches added.