Responsible Gambling Standards

The Senet Group is an independent body set up to promote responsible gambling standards and ensure that the marketing of gambling is socially responsible.

Though a set of joint commitments our members seek to limit certain form of TV and product advertising and marketing. They ensure responsible gambling messages are included in advertising in conventional and digital media and that gaming machines give players options to set time and money limits.

The Senet Group will continue to review the scope and nature of the Commitments set and to support the Gambling Commission and the sector by seeking to address the risk of regular and enjoyable play becoming something problematic.

The current set of Commitment is in addition to the actions operators already take to help users gamble responsibly. These include tools online that help users calculate what they can sensibly afford to gamble, encouragement to use deposit limit setting tools, mechanisms and alerts that allow players to take time-out from play and easy access to information on their account history.

All gambling sector licensees must offer customers the option of “self-excluding” from their services or premises.

Self-exclusion means asking a gambling provider to exclude you from gambling with them for a length of time, usually between six and twelve months but this can be for up to five years for online gambling. In addition to offering this support as individual businesses all operators in the various gambling sectors must support multi-operator self exclusion schemes. These allow a person to register their self-exclusion with a sector body and for that exclusion to cover multiple operators.

In 2016 Senet was asked to take responsibility for the operation of the scheme for retail bookmakers. Operating as MOSES, the Multi Operator Self Exclusion Scheme this Senet subsidiary enterprise has helped several thousand players self exclude centrally. The MOSES website can be accessed here.

Members have committed to:

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

We have launched a high impact advertising campaign for 2015 to help prevent problem gambling. Our campaign is running across TV, radio, print and digital media. To view the TV adverts and to find out more, go to our Advertising Campaign page.

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.

Members agree to be bound by the following Enforceable Commitments:

1. Offers that are exclusive to new customers (including free bet and free money sign-up offers) may not be advertised on TV before 9pm, mindful of children and young people watching.
2. Gaming machines must not be advertised in betting shop windows.
3. Twenty per cent of betting shop window advertisements must be dedicated to responsible gambling messages.
4. Twenty per cent of the total area of all TV end frames, or an equivalent, must be dedicated to responsible gambling messages.
5. Ten per cent of the total area of all press adverts must be dedicated to responsible gambling messages.
6. All web and social applications must carry prominent responsible gambling messages, including messages on the homepage of major social media sites.
7. All players on gaming machines must be given the option to set time and money limits at the start of their gaming session.
8. All social media channels must carry regular standalone Senet Group advertisements.

Responsible Gambling