Gambling industry watchdog The Senet Group has launched a major responsible gambling campaign to coincide with the launch of a national Responsible Gambling Week in the UK.
As part of this campaign and in tandem with GambleAware, The Senet group will place stand-alone responsible gambling advertising in a number of live football matches and more than 2000 adverts on channels and programmes across broadcast media.
These adverts are being strategically placed to include periods when a significant percentage of TV viewers are likely to gamble online. The groups target is to have these messages seen 30 million times on television within the next three months.
The campaign is making increasing use of social media channels like ODDSbible and digital marketing agencies that can target messages precisely to younger regular gamblers.
In a statement announcing the launch, The Senet Group’s Independent Standards Commissioner, Wanda Goldwag said: “We know our messaging works, with more than 80% of players recognising our messages to set limits, only gamble what’s affordable and not to put play ahead of family and friends. Surveys tell us millions may have changed their gambling habits as a result or taken the campaign as a prompt to raise a gambling concern with family or friends.”
“TV advertising is a key element but we need also to understand and follow our market. There is a generation who watch less television or who do so engage on social media.”
“The gambling sector can reach out to these players and those in Senet membership will always be carrying responsibility messages. We need to be equally smart at getting our messages across, and in a tone that works with this audience.”