Industry-led, British responsible gambling organisation The Senet Group is waiving copyright on its responsible gaming campaign, “When the Fun Stops, Stop”, to non-member operators ahead of the football World Cup.
The Senet Group is urging the sector to adopt the responsible gambling campaign which it says has demonstrated high levels of engagement with players.
Independent research commissioned in 2017 estimated the campaign had reached 82 percent of regular UK gamblers, with 33 percent, or 5 million adults, confirming that it had helped them gamble more responsibly since the campaign was launched in 2015, the organisation revealed.
The industry association confirmed ongoing communication with decision makers of all trade associations representing major high street betting, casino, remote gambling, licensed arcades and bingo operators in the UK, urging adoption of the campaign across all advertising and promotional channels as required by revised guidelines published by the Industry Group for Responsible Gambling in March 2018.
Senet Group Chair, Gillian Wilmot, said:
“The When the Fun Stops, Stop campaign has proven its ability to connect meaningfully with players and to help tackle problem gambling.
“Some seven weeks before the football World Cup kicks off in Russia, during which an estimated £1 billion will be wagered in the UK on the competition, the gambling industry has an opportunity to demonstrate its global leadership in self-regulation by uniting behind a powerful responsible messaging campaign that is shown to have excellent engagement levels.”
Marc Etches, Chief Executive of the charity GambleAware, added:
“GambleAware welcomes this initiative by the Senet Group to make its advertising material more widely available. We believe that effective collaboration by the industry to promote safer gambling is essential to prevent gambling related harms. GambleAware is leading a new national safer gambling campaign and we are pleased to be working with the Senet Group, the industry and others to build upon and learn from the success of existing campaigns.”