Senet Group hails success of responsible gambling campaign
New study finds ‘When the Fun Stops Stop’ creative prevented 18% of regular punters from gambling more than they should
Public awareness of the Senet Group’s ‘When the Fun Stops Stop’ campaign is at a record high and has prevented 18% of regular punters from gambling more than they should, according to new research.
An independent study commissioned by the Senet Group found that 75% of regular gamblers were aware of its responsible gambling campaign, compared to 59% last year, while awareness among the general public was more than half (53%).
Window posters were the most recognised creative among frequent bettors at 59%, with ‘Only bet what you can afford’ (90%) and ‘Set your limits at the start’ (83%) the best-known responsible gambling tips.
Meanwhile, nearly a quarter (24%) of regular gamblers, who were surveyed by independent research firm Bilendi, said the campaign encouraged them to approach gambling more responsibly and 18% said they stopped gambling more than they should as a result.
A fifth (20%) of the adults surveyed who recognised the campaign claimed it had led them to warn others about their gambling.
Wanda Goldwag, the chair of the Senet Group, said she was “pleased with the progress” made by the group over the last two years but believed more still needed to be done.
“Our aim is to build understanding of the risks if gambling moves from being a social activity into something serious,” Goldwag said.
“We have found the best results are achieved when the messages are written in informal language and communicated consistently across an assortment of platforms.
“We do not preach or seek to scare, but rather speak in a way that will encourage gamblers to consider their own habits and to speak to family members and friends if they think they might need help.”
The Senet Group was established in September 2014 by four of the Uk’s biggest gambling companies – William Hill, Ladbrokes, Coral and Paddy Power – in response to public concerns on gambling. Sky Bet and Scotbet have since joined the list of members.
The full findings of the body’s latest survey can be found here.