The Senet Group promotes an ad to calm the audience

With a good sense of humour the Senet Group which is the unity of four main gambling providers in the UK released their debut TV advertisement to prove their intention to show gambling industry’s direction to responsible gambling.

The members of the group – Ladbrokes, William Hill, Paddy Power and Coral- explain their desire to present a “serious” message with a “fun”. You can watch the ad online now.

A young gambler is depicted in a betting shop. After a lot of losing bets he has only several pounds with him and he is going to make his final stake. But the surrounding in the shop changes suddenly and all the personages from the cashier to a joker on the screen interfere in the hit of 1970s “Black Betty” by Ram Jam. At the ends of the ad there is a message “When the fun stops, stop” and the word “fun” is becoming pale.

The advertisement was created by The Corner and is broadcast on the radio, TV, online and published in the newspapers in hope to attract the audience of 9.7 million viewers, and follows an initial run of print and online ads which appeared before. Gambleaware.co.uk is certainly present in every ad as a remembrance for those who need advice or help.

The transient executive of the Senet Group Ron Finley added, “We support only responsible gambling and the majority of our clients too. But it is necessary to inform about the warning signs and the existing support, as we do with the help of our advertisement.”

After the creation of the Senet Group in September, this was their first public campaign is support of responsible gambling. As a new measure they even offered a fifth of the shop windows to be filled with responsible gambling messages.

Wanda Goldwag was appointed as an independent standards commission lately, as it had been guaranteed by the Senet earlier.