A series of advertisements is soon to hit UK media aimed at reminding people who gamble to do so responsibly. The ads have been commissioned by the Senet Group, who are an independent gambling self-regulator.
"Our research shows that gamblers are getting the message," said Ron Finlay, chief executive of the research group, "but we want to keep reinforcing it."
In the Senet Group's advertisement for TV, a punter is shown venting his frustrations on a fixed-odds terminal playing roulette in a betting shop. As he debates feeding another ten pounds into the machine, the people around him break into 'Bad Betty' – a play on Ram Jam's UK top ten 1977 hit 'Black Betty'.
The Senet Group came into being in September 2014, created as a joint venture between four of the UK's leading gambling companies – Coral, Ladbrokes, Paddy Power and William Hill. The Group was created to deal with public concerns over both gambling and the way that gambling is advertised.
In tandem with this new campaign, the group have added new guidelines which increase the restrictions on advertising:
Members committed no to advertise gaming machines in betting shop windows and now we’ve clarified that this extends to ‘tournaments’ too. We’ve also added guidance to include trackside hoardings shown on TV within the restrictions that apply to TV advertising before the 9pm watershed.
Any gambling company can join the Senet Group, as long as they:
- Dedicate a minimum of twenty percent of shop window advertising to messages promoting responsible gambling
- Do not allow the advertisement of fixed-odd terminals in the windows of betting shops
- Do not advertise sign-up offers on TV before 9pm.
The new campaign by the Senet Group is to be promoted within social media using the hash-tag #badbetty.
You can view the TV advert here: