Ladbrokes and the Scottish Professional Football League (SPFL) are set to implement a responsible gambling campaign for the 2019-20 season after reaching an agreement with Senet Group, the UK body dedicated to addressing problem gambling through consumer information programmes.
As part of the agreement, the Senet Group’s When the Fun Stops, Stop messaging will appear on players’ shirts throughout the season, in addition to featuring in all match programmes, on LED boards and on interview backdrops. Instead of the normal logo, fans will see the When the Fun Stops, Stop messaging alongside the Backing Responsible Gambling message.
Senet Group Chair Gillian Wilmot said: “The When the Fun Stops, Stop campaign has proven its ability to connect meaningfully with players and to help tackle problem gambling. Since its launch in 2015, the campaign has reached an estimated 82% of regular UK gamblers, with 33%, or an indicative 5 million adults confirming that it has helped them gamble more responsibly.
“The decision by Ladbrokes and the SPFL to use our campaign materials is a great endorsement of the work we do to engage with players through positive and engaging messaging, which drives reflection and behaviour change.”
David MacDonald, Sponsorship and Events Manager at Ladbrokes Coral, added: “As a responsible business, we hope this innovative scheme proves our commitment to tackling problem gambling through sport, across Scotland and will encourage other operators to follow suit, for the benefit of our customers, colleagues and communities.”
The Senet Group has held the copyright to the When the Fun Stops, Stop campaign since 2015, however in May 2018 it waived certain of these rights to ensure the entire gambling industry can make use of the material free of charge. Since then, a growing number of UK-licenced gambling operators have adopted the messaging into their promotional and marketing materials.