Over the past few years, regulatory bodies have called for tighter rules pertaining to responsible gambling legislation. Such calls to action follow the publication of government reports stating that in excess of 2 million people in the UK can be classified as having a gambling problem, or can be considered at risk of addiction to betting both online and with high-street bookmakers and casinos.
This wake-up call has seen gambling industry watchdogs such as The Senet Group launch major initiatives across the industry attempting to reduce problem gambling. Indeed, the Group has recently launched a responsible gambling campaign, timed to coincide with the national Responsible Gambling Week in the UK.
This new campaign from The Senet Group isn't meant to be a kill-joy initiative. On the contrary, it's designed to help players bet in a way that makes gambling a fun and safe form of entertainment. With recent developments creating a bit of a rain-cloud over the industry, expect even more initiatives like this one to pop up!
The Senet Group has teamed up with GambleAware, creating an affiliation between two of the gambling industry's leading bodies promoting betting awareness and responsible wagering. The Senet Group acts as an independent body, ensuring that the marketing of gambling is ethical, and as such many leading offline and online bookmakers and casinos are affiliated to the company, including Gala Bingo.
GambleAware is a prominent gambling charity with the specific aim of reducing the number of problem gamblers in the UK, and minimising the negative impact of gambling on individuals and society. The newly launched responsible gambling campaign will involve several key initiatives, not least strategically placed advertising from The Senet Group at live football games.
The Group will also fund more than 2000 adverts on televisions and radio – with the aim of having a positive impact on the psyche and habits of young gamblers. The advertising campaign has been well planned to target games and events which are predicted to stimulate particularly high gambling numbers. The Group plans to make 30m TV impressions during the first three months of the campaign's launch.
Given the aim of the Senet Group to specifically target the growing number of young online gamblers, special attention has been given to analysing the latest consumer trends among this group. Wanda Goldwag, the Independent Standards Commissioner, revealed that the campaign is set to push their message via social media.
They also intend to use on-trend digital marketing agencies who are experts in targeting young audiences. Goldwag explained:
"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."
Goldwag added that the concepts being used in the campaign are already proven to help young gamblers play more responsibly:
"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."
Furthermore, she also revealed that survey feedback suggested that positive advertising can prompt gamblers to take positive action in their own self-interest:
"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."
While the Senet Group is targeting individuals to gamble more responsibly, it's also encouraging more ethical practices among bookmakers and casinos in both the online gambling and traditional betting mediums. The onus on the industry is something that the UK Gambling Commission has highlighted, given that it reported over 400,000 British gamblers over the age of 16 suffer from serious gambling problems.
The Commission followed up its findings by warning that the government and industry needed to be more active in promoting responsible gambling online and offline. As revealed by Goldwag, The Senet Group is working hard to gain support from gambling brands which, by affiliating with the Group, commit to using ethical marketing:
"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."
For additional info on Problem Gambling for yourself or someone you know, feel free to visit Gambling.com's Problem Gambling page. There you'll find plenty of info on what Problem Gambling is and how to deal with it if it ever becomes an issue for you or someone you know!
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