The Senet waives copyright on lead responsible gambling campaign

The Senet waives copyright on lead responsible gambling campaign

Tuesday, May 1, 2018 Posted by Luke Massey
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‘When the Fun Stops, Stop’ material is available without restriction

The Senet Group has waived copyright restrictions on ‘When the Fun Stops, Stop’ to increase the scale of the campaign’s consumer engagement ahead of the World Cup.

Given that an estimated £1 billion will be wagered in the UK on this summer’s tournament, the Senet believes that the industry has an opportunity to demonstrate its global leadership in self-regulation by uniting behind the powerful responsible gambling-based campaign.

The UK body has therefore sent letters to the heads of all the trade associations representing major high street betting, casino, remote gambling, licensed arcades and bingo operators in the UK, urging those companies not already carrying the messaging to incorporate it into industry advertising and promotional channels such as TV, radio, print, outdoor and online.

‘When the Fun Stops, Stop’ has been shown to have the highest levels of consumer engagement of any responsibility campaign commissioned by the industry to date.

In October 2017, independent market research completed by Bilendi found that the campaign had reached an estimated 82% of regular UK gamblers, while 33%, or an indicative 5 million adults, said that it had helped them to gamble more responsibly.

Since the campaign launched in 2015, advertising space devoted to the messaging has had an equivalent advertising value of £16 million each year, a figure that is forecast to double under a more widespread use of the campaign material by the sector.

Senet Chair Gillian Wilmot told TotallyGaming.com: “Until now it has only been Senet members which have had access to the When the Fun Stops, Stop campaign material, reflecting the fact that they invested in researching and developing the creative.

“We are now making the material available to everyone without copyright restrictions, and with that we hope to dramatically increase the scale of consumer engagement.”

Totally Gaming says: The waiving of these rights means that the entire gambling industry can make use of this successful material without obstacles. Alongside the main tagline, the campaign also incorporates a series of practical advice such as setting betting limits and avoiding betting if you’re angry or chasing losses.

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