The Senet Group’s response to the Government’s Call for Evidence in its Review of Gaming Machines and Social Responsibility Measures

On 2nd December 2016, The Senet Group submitted its response to the Government’s Call for Evidence in its Review of Gaming Machines and Social Responsibility Measures.

The Senet Group response sets out the Commitments given by Members and the action Senet Group has taken to promote responsible gambling messages through stand-alone advertising. It points to around £16m of advertising space bought or donated for responsible gambling messaging and to the positive impact this has had on many. The response argues the focus of the Government exercise should be on the measures that most effectively prevent those who are vulnerable to becoming problem gamblers falling into this situation.

The Senet Group recognise the case for looking at the content, density and volume of broadcast advertising of gambling services but argues for careful cross-industry analysis rather than arbitrary action that does not address the core objective: preventing problem gambling.

The Senet Group sets out other action, not related to advertising, that could advance this agenda: targeting safeguards at those aged 18 to 24 with a higher risk of problem gambling, using player data to inform interventions, a focus on training staff making these interventions, delivering responsible gambling messages more visibly on apps and gaming platforms, more stand-alone responsible gambling action possibly through a levy on advertising spend and daily social responsibility messaging.

The Senet Group hopes its position as an independent body focused on standards and the responsible gambling agenda puts it in a position where it can work with the sector, broadcasters, advertisers and others to deliver fast, effective non-statutory solutions that meet the concerns of Ministers and complement the work of the Gambling Commission and others.