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 HillLadbrokesCoral and Paddy Power – in response to public concerns on gambling, and gambling advertising in particular.

Gillian Wilmot, chairs the Senet Group Board.

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

Members commit to:

  • a voluntary TV advertising ban on sign-up offers (free bets and free money) before 9pm
  • refrain from advertising gaming machines in betting shop windows
  • dedicate 20% of shop window advertising to responsible gambling messages

Our high impact campaigns are designed to help prevent problem gambling. Our ‘Bad Betty’ campaign ran across TV, radio, print and digital media and our #Gamblesmart campaing in shops and online. To view the adverts and to find out more, go to our Campaigns pages.

Since 1 January 2015, our member companies have carried “WHEN THE FUN STOPS, STOP” on their TV and other forms of advertising including online and in betting shops. This represents the most visible warning yet to be carried by the industry.

Membership of the Senet Group is open to any gambling operator.

Find out more about our Independent Standards Commissioner and the Senet Group Board by visiting our “Who we are” page.

Senet, played in ancient Egypt, is thought to be one of the oldest games of chance.


The Senet Group is funded through member subscriptions.

The founder members have underwritten our costs for the period 2015-2017, guaranteeing our financial independence.

The salary of the highest paid director is £75,000 per annum.