The Senet Group launches £2m TV ad campaign
Self-regulatory watchdog debuts first TV adverts - reveals independent commission and board members
The Senet Group, a self-regulatory gambling watchdog established by a quartet of bookmakers, has unveiled its first TV advertising campaign designed to highlight the potential risks of gambling.
The £2m campaign will launch this Friday with adverts set to air during commercial breaks of major televised sporting fixtures and will be supported by radio, newspaper and online ads.
London-based creative agency The Corner has produced two adverts to highlight areas of problem gambling behaviour. Focused on two customers, the ads illustrate instances of what is depicted as irresponsible gambling before their behaviour is pointed out to them by friends and family members.
Speaking at a launch event for the campaign held in London yesterday, Neil Simpson, founding partner at The Corner, said the advert had been designed to “empower and educate” the target demographic of males aged 18-30.
The Senet Group, of William Hill, Ladbrokes, Paddy Power and Coral are founding members, has had its independence questioned by some sections of the media. And speaking to eGaming Review, a Paddy Power spokesperson rejected suggestions the campaign was simply a box-ticking exercise for the industry.
“This is more [than that]. It’s important for us to prove to our stakeholders and our customers how seriously we take these issues and self-regulation of our industry,” the spokesperson added.
Meanwhile The Senet Group also confirmed that Wanda Goldwag has assumed the position as chair and independent standards commissioner of the watchdog this week.
Civil Service Commissioner and ex AIR MILES managing director Goldwag has been joined by the UK’s immigration services commissioner Suzanne McCarthy and Board Mentoring chief executive Gillian Wilmot on the all-female independent board.
Goldwag confirmed at yesterday’s event that she wanted additional operators to join the watchdog and would be visiting Gibraltar in the coming weeks to meet with those with operators based on the British Overseas Territory.
William Hill’s corporate affairs director David Steele and Gala Coral Group director of corporate affairs Fiona Thorne have been appointed industry directors, and will help guide the three-strong independent board.
“Gambling companies have a responsibility to the communities they serve and must protect the vulnerable, especially young adults,” Goldwag said.
And speaking to BBC Radio Five this morning, Goldwag said it was “the right decision” for gambling operators to sponsor the creation of the advertising campaign.
“What we’re trying to do is make sure gambling companies act responsibly and particularly that they advertise responsibly,” she said.