70% of gamblers recall industry's problem gambling message

70% of gamblers recall industry's problem gambling message

Wednesday, December 28, 2016
Senet Group's 'Fun Stops' tagline has a high awareness among gamblers

Senet Group chair Wanda Goldwag believes that the latest survey of gamblers shows that the social responsibility body’s message is getting across to the public.

The Senet Group is an independent body established in September 2014 by four of Britain’s biggest bookmakers – in response to public concerns on gambling, and gambling advertising in particular.

In a fourth survey of the public and/or regular gamblers carried out in the Autumn the Group revealed very high recognition of its campaign and direct impacts in influencing some gamblers not to bet and some people to step in and raise concerns over the gambling habits of a friend or family member.

Half of the adults surveyed and more than 70% of gamblers recalled the campaign based on the message “When the fun stops, stop”.

Goldwag said: “These numbers show we can made a real difference delivering responsible gambling messages across every media: television, online, in print and in betting shop window displays. Senet has given government an assurance that it will increase the level of messaging sent as part of a package of self-regulatory proposals to reduce the risk of problem gambling.”

Out of 1,000 adults surveyed 20% said the campaign had “prompted them to warn other people about gambling, if only jokingly”.

It found 66% of gamblers said the campaign made them more aware that gambling can be a problem for some and 37% of the gamblers surveyed said the campaign had made them think about their own gambling.

And nearly a fifth (18%) of the gamblers surveyed said it had helped them – at least once – stop gambling more than they should. If this impact is repeated across the public at large the campaign may have persuaded 2-3 million people to change their gambling behaviours in some way.

Totally Gaming says: The efforts to get a problem gambling message to the market appears to have been successful. Indeed the first run out of the ‘Bad Betty’ ad campaign was very visible and the willingness of the Senet members to include the ‘fun stops’ tagline on its marketing means that the message has been seen by the target audience.

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