About Us

The Senet Group is an independent body established in September 2014. It was created by four of Britain’s leading gambling companies – William Hill, Ladbrokes, Coral and Paddy Power – in response to public concerns on gambling, and gambling advertising in particular.

An independent Standards Commissioner, appointed through a transparent process run on Nolan Principles, will chair the Group.

Members commit to adhere to industry codes of practice, including that of the Association of British Bookmakers. Additionally, from 1 October 2014, they will:

  • not advertise sign-up offers (free bets and free money) on TV before 9pm, mindful of children and young people watching
  • not advertise gaming machines in betting shop windows
  • dedicate 20% of shop window advertising to responsible gambling messages

From 1 January 2015, they commit to all TV advertising carrying more prominent responsible gambling messages.

Our responsibilities will include monitoring and enforcing compliance with the commitments made by our members on advertising and other codes of practice aimed at protecting the vulnerable. We will be able to “name and shame” or impose fines on operators who breach these undertakings.

We invite all gambling operators who have high standards in their commitment to responsible gambling to join us.


  1. Senet, played in ancient Egypt, is thought to be one of the oldest games of chance.
  2. The Nolan Principles, developed by the Committee on Standards in Public Life are: selflessness, integrity, objectivity, accountability, openness, honesty and leadership.