Senet Group Continues Ad Blitz

The Senet Group, an “independent gambling self-regulator” launched by a coalition of U.K. gaming operators, is rolling out a new series of ads to encourage responsible gaming.

Finlay: “We are serious” about problem gaming

The Senet Group, a regulatory group founded by Britain’s top gaming operators, has announced a second series of TV and online ads warning gamblers not to spend more than they can afford. According to the company, the campaign called “#badbetty” is aimed to increase awareness of problem gambling.

“Our research shows that gamblers are getting the message,” said Senet Group CEO Ron Finlay, “but we want to keep reinforcing it.” The TV ads will run alongside key sporting events over the coming weeks, including cricket and the Ascot races. “We decided to change this to remove any doubt that we are serious about tackling this issue responsibly.”

Doubters include policy makers and members of the public who have criticized the industry for adding fixed odds betting machines to high street shops. FOBTs have been called “the crack cocaine of betting”; the formation of a self-regulating group has been viewed by some as an attempt to ward off increased regulation by the government.

The Senet Group is made up of William Hill, Ladbrokes, Corals, Ladbrokes, Paddy Power and Scotbet. They have collectively agreed not to advertise gaming machines in betting shop windows and restrict television ads until after 9 p.m. “We’ve now clarified that this extends to tournaments too,” said Finlay.

Senet Chairwoman and Independent Standards Commissioner Wanda Goldwag, said the organization relies on the public to inform it about alleged breaches of it policies. “People drawing attention to cases where operators are not doing what they promise is the best way for us to hold members to account.”