The Senet Group details success in core messaging of ‘When the Fun Stops’ campaign

Wanda Goldwag

Issuing a market update, industry independent watchdog The Senet Group has published the results of its survey measuring public awareness of responsible gambling messages relating to its ‘When the Fun Stops’ campaign.

Officially launched in2015 ‘When the Fun Stops’ was the Senet Group’s first UK-wide national marketing campaign.

Public awareness of core messages is the highest on record, with between 50% and 90% of people conscious of core messages: to set spend limits, not to bet more than can be afforded, not to chase losses and not to put gambling ahead of family and friends.

The ‘When the Fun Stops’ tagline has been further adopted by Senet Group betting industry members when promoting and marketing their services.

Detailing a campaign breakdown, the Senet Group states that its ‘message is getting through’. Close to a quarter (24%) of the regular gamblers surveyed said the campaign encouraged them to approach gambling more responsibly and 18% said they stopped gambling more than they should as a result.

One in five (20%) of the adults surveyed who recognized the Senet Group’s ‘When the Fun Stops Stop’ campaign said it had led them to warn others about their gambling. Wanda Goldwag, the Chair of the Senet Group, commented on the results:

“Our aim is to build understanding of the risks if gambling moves from being a social activity into something serious. We have found the best results are achieved when the messages are written in informal language and communicated consistently across an assortment of platforms. We do not preach or seek to scare, but rather speak in a way that will encourage gamblers to consider their own habits and to speak to family members and friends if they think they might need help. We are pleased with the progress that has been made in our two years of operation but there is more that can done, particularly with young players and online services.”