Gambling firms agree strap on ads

The UK’s leading betting companies are trying to avoid a Government clampdown on advertising by agreeing to carry prominent new responsible gambling messages on all ads and in betting shops.
The initiative has been devised by the Senet Group, the new independent body set up by William Hill, Ladbrokes, Coral and Paddy Power to promote responsible gambling standards and ensure that the marketing of gambling is socially responsible.
As part of the strategy, all ads will carry the strapline “When the Fun Stops, Stop”, to raise awareness of the potential risks of gambling and the benefits of staying in control.
Gambleaware.co.uk will feature more prominently in the new straplines, as a source of advice for those who may have a problem with gambling.
Later in January, the Senet Group will be launching a broader campaign to promote responsible gambling, including a major TV and radio advertising activity.
Senet Group interim chief executive Ron Finlay said: “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.”
Gambling ads are under close scrutiny from Parliament, with MPs concerned about the role they play in excessive gambling. The Government has already announced several measures to promote responsible gambling, while ASA is currently conducting a review into the industry’s practices.
The pressure on gambling brands has also led many, including Ladbrokes and Betfair, to develop sophisticated data strategies to pinpoint customers who could be at risk.

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