Senet Group hunts shop for responsible gambling drive

Senet Group, the new body promoting responsible gambling, is seeking a creative agency ahead of a major TV campaign next year.

Ladbrokes: one of the posters banned by the ASA last month
Ladbrokes: one of the posters banned by the ASA last month

As well as the campaign, which launches in January, members of the group will ensure their own TV ads carry more prominent responsible gambling messages.

Senet Group has shortlisted Karmarama, Grey London and The Corner in a process handled by Oystercatchers. It is expected to make a decision by the end of the year.

The body, which is named after the ancient Egyptian board game Senet, was set up last month by four of the biggest gambling companies: Ladbrokes, Coral, William Hill and Paddy Power. It is part of what the Financial Times called a "charm off­ensive" from the gambling industry as pressure mounts to tighten regulation.

The four companies have also agreed to a voluntary ban on advertising sign-up offers, such as free bets, on TV before 9pm; the withdrawal of all advertising of gaming machines in betting shop windows; and to dedicate 20 per cent of all shop window advertising space to responsible gambling messages.

In September, the Advertising Standards Authority banned two posters from the "Ladbrokes life" campaign, which read "When you win it’s skill – when you lose it’s bad luck" and "Once is luck – twice is talent".

The ASA ruled that, when viewed in isolation from Ladbrokes’ wider TV and digital campaign, the posters could be seen to "condone an irresponsible attitude to gambling".

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More