Senet Group welcomes new guidance on gambling advertising

Senet Chief Executive George Kidd said:

We welcome the new CAP guidance issued on 14 February. The case for reviewing the tone and nature of calls to action was a specific recommendation in the March 2017 Senet response to the DCMS consultation on stakes, prizes and social responsibility. We were pleased to work alongside CAP, industry bodies and regulators on these guidelines.

Regulation has to balance the wish of businesses to market their services responsibly with the need to protect those who might have particular vulnerability. The best results are achieved when those who are regulated help inform the shape of that regulation.


The Senet Group seeks to raise standards in the gambling sector through best practice and other partnership initiatives and to promote responsible gambling through a campaign of broadcast, print and digital advertising and player messaging.

The most recent survey of the reach and impact of the “When the Fun stops, Stop” campaign can be found at

Media Enquires: to George Kidd 0203 735 6340 and