Sportsbet launches $1.5m responsible gambling campaign
Paddy Power's Australia-facing brand invests to promote its new Take A Break self-exclusion product
Australian bookmaker Sportsbet has launched a new advertising campaign to alert customers to the dangers of gambling irresponsibly, as the industry comes under increasing pressure from anti-gambling campaigners and regulatory scrutiny.
Sportsbet, which is owned by Irish bookmaker Paddy Power, has invested AUS$1.5m (£720,000) into the marketing push and coincides with the launch of the operator’s self-exclusion Take A Break product.
Take A Break is a self-service option on web and mobile which enables customers to shut-off access to their accounts should they feel their gambling is spiralling out of control.
Customers can choose to either take a break from betting with Sportsbet for a short period of time (1-30 days), a long period of time, (six months to five years), or permanently, an option which would also prevent customers from being able to open another account in the future.
“Sportsbet is proud of Take A Break and the way it empowers our customers,” Cormac Barry, Sportsbet CEO, said.
“Sportsbet has made a commitment to be a leader in responsible gambling and Take A Break is an example of that commitment,” he added.
However, the launch of Take A Break comes amid calls for an industry-wide self-exclusion register.
Financial Counselling Australia’s policy manager Lauren Levin told local newspaper The Advertiser that while bet365’s Take A Break product was welcome, a more joined-up approach among bookmakers was required to prevent problem gamblers from moving on to bet with other operators.
“The industry acknowledges that there are some problems,” Levin said. “The idea of a national online self-exclusion register has support,” she added.
The Australian federal government is currently reviewing the country’s online betting laws, including how best to tackle unlicensed offshore operators.
In addition, an in-play product offered by Sportsbet rivals William Hill and bet365 is currently under scrutiny amid fears it could breach the country’s prohibition of betting in-play online.