Responsible Gambling

As an industry, we recognise that there has been growing public concern about gambling – especially over gaming machines and the volume and tone of advertising on TV.

We have put responsible gambling at the very heart of all we do and are an industry in change. As leading high street betting companies, we have a responsibility to the communities where we operate, offering fun and entertainment for the majority while protecting the vulnerable, especially young people.

Over the last 18 months, we have taken significant action to address public concerns, announcing a series of tough new restrictions on TV and retail advertising alongside the introduction of player protection measures, aimed primarily at machine players.

We have removed gaming machine advertising from all shop windows; there are no free bets as sign-up incentives broadcast before the 9pm watershed, mindful of children watching; and 20% of all our shop windows are dedicated to responsible gambling messages.

Last year, four of Britain’s largest bookmakers launched Senet Group – an independent body tasked with ensuring the industry kept its promises on the new advertising pledges.

Senet has also delivered a promised multi-million pound responsible gambling educational advertising campaign, focussed around the central message, ‘When the Fun Stops: Stop.’

Senet is run by an independent Standards Commissioner who will adjudicate on any breaches by members.

We will continue to increase our promotion of responsible gambling messages – making warnings more visible in shops. And will continue to do all will can to tackle problem gambling, using an ongoing and evidence-based approach

Need help and support?

GambleAware aims to promote responsible gambling. The site provides information to help people make informed decisions about their gambling. GambleAware can help you to find out more about gambling safely and how to gamble responsibly, to understand and recognise problem gambling, and show you where to go for further information, help and support should you need it.

National Gambling Helpline

If you have questions or concerns about your own gambling or about that of a friend or family member, then calling the National Gambling Helpline on Freephone 0808 8020 133 is a good place to start looking for appropriate help.
The National Gambling Helpline is operated by GamCare and offers free and confidential support, information and advice on problem gambling either via telephone Helpline, online (NetLine) or text. Trained counsellors will set you up with free counselling available around the UK. It can also signpost you to chat room forums as well printed information depending on what you need and when.

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