PlayOJO debuts SMELL responsible gambling campaign with spoof perfume launch

PlayOJO has unveiled its latest responsible gambling advertising campaign which features reality TV personality Gemma Collins.

The 64-second short features The Only Way is Essex star in a spoof launch for a new fragrance called Compulsion, before imploring people to recognise the early markers of gambling-related harm.

In a black and white video, Collins explains the SMELL acronym, developed to help consumers spot five potential red flags regarding gambling.

S relates to a lack of sleep, M corresponds to money issues, E refers to extreme mood swings, the first L references losing interest in daily life and the final L represents lying.

As well as starring in the campaign, Collins also carried out an interview with Ian Semel, the CEO of gambling behaviour counselling charity Breakeven, where they discussed strategies on how to manage gambling-related harm.

The interview is available on PlayOJO’s dedicated responsible gambling hub, which also boasts supporting materials and information for those worried about gambling addiction.

Peter Bennett, PlayOJO head of marketing, said: “Our hope is that by working with Gemma and Breakeven, we will raise awareness of this issue and help encourage people to access support services if they spot the signs highlighted by the Compulsion campaign in themselves or a loved one.

“As part of the campaign we have launched a dedicated hub offering expert guidance and insight from our partners at Breakeven which is an extension of our ongoing strategy and commitment to providing advice and support around the clock,” he added.