Senet Group is on the lookout for a creative agency ahead of its television advertising campaign to promote responsible gambling in the UK.

After being set up by four leading bookmakers in September, the self-regulation body will be launching the campaign in January, with Campaignlive.co.uk reporting the list as including Karmarama, Grey London and The Corner.

A final decision is expected by the end of the year.

The Senet Group, which has agreed to self-regulate on issues relating to gambling advertising, is made up of William Hill, Ladbrokes, Coral and Paddy Power.

All four will implement a voluntary ban on advertising free bet and free money sign-up offers on TV before 9pm, while all gaming machine advertising will be withdrawn from betting shop windows. In addition, 20% of shop window advertising will be dedicated to responsible gambling messages.