Senet Group is to broadcast its first TV advertisements on Friday as it steps up its campaign to promote responsible gambling in the UK.

The group is made up of European bookmakers William Hill, Ladbrokes, Coral and Paddy Power, and was established in September to self-regulate the industry.

A £2m campaign is being funded by the group and is the first of its kind in the UK.

The advertising campaign uses the tagline “Bad Betty” to the tune of the song “Black Betty”, and involves two separate adverts showing players being encouraged to stop betting when becoming frustrated after a loss, with one in a betting shop and the other playing online at home.

Both adverts end with the message: “When the fun stops, stop.”

Senet Group interim chief executive Ron Finlay said: “The vast majority of people who gamble enjoy it responsibly and safely, but some can slide into problem gambling.

"Our campaign highlights some of the warning signs and provides independent sources of advice for those who feel their gambling is getting out of control.”

The group intends to expand on its four existing members, with new Independent Standards Commissioner Wanda Goldwag revealing it plans to hold talks with online operators.