Interactive CORPORATE RESPONSIBILITY
THE SENET GROUP Senet Group has been formed as an inde- pendent body to promote responsible gambling standards and ensure that the marketing of gambling is socially responsi- ble. Senet invites all gambling operators with high standards in their commitment to responsible gambling to join the Group.
The founding companies – William Hill, Ladbrokes, Coral and Paddy Power – are
committing to: l a voluntary ban on advertising sign-up offers (free bets and free money) on TV before 9pm, mindful of children and young people watching
l withdrawal of all advertising of gaming machines from betting shop windows
l dedicating 20 per cent of shop window advertising to responsible gambling messages
These measures came into force on October 1, 2014.
In addition, from January 1, 2015 they will
also commit to: l the creation of a new independent body, The Senet Group, which will be headed by an independent Standards Commissioner to hold the industry to account
l fund a major new advertising campaign to educate people about responsible gambling
l all TV advertising carrying more promi- nent responsible gambling messages
right ‘card’ to be playing, or should the industry be focusing upon other issues to counteract negative opinion?
I think the economic contribution of the gaming industry is an important card and one we do need to play.
We make a substantial economic contribution through taxes and employment. In particular, I think retail multi-channel operators such as Paddy Power, with over 300 shops in UK, have brought deep and genuine contributions to the regeneration of the High Street. It’s important to make the case for the contribution the industry makes, and we’re especially proud of our retail presence.
However, the industry has relied on the economic argument too heavily in the past. It’s not a mes- sage that resonates strongly with the public or
even much with politicians, where the drivers of policy are not just economic.
We have to also address the broader perceptions of the public and politicians. It is key that we con- tinue to remind people of our economic contribu- tion, but this needs to be balanced by discussing issues of responsibility and self-regulation.
The most pertinent threat at the moment for the industry is the threat from government and regu- lators to increase withholding tax, increase gam- bling tax and potentially restrict advertising. Where then should efforts be focused in order to change opinions - at the politicians or the general public?
I believe that we have to focus on both. You can’t segregate the audience between public and politi- cal affairs with different messaging to both - it simply doesn’t work anymore. The boundaries
It is key that we continue to remind people of our economic
contribution, but this needs to be balanced by discussing issues of responsibility and self- regulation.
between the two audiences have become blurred, and social media has been a big part of that.
You can and should vary the level of detail between public and political messaging, but the principles behind the message have to be authen- tic and consistent, and the communication chan- nels effective. For example, the Senet Group is tasked both with engaging with politicians and reassuring the public with a message that social responsibility is critical for our businesses.
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