One of the United Kingdom’s best-established gambling watchdogs, the Senet Group, has decided to alter the copy rights of its “When the Fun Stops, Stop” initiative, in a bid to ensure that the entire UK gambling industry may adopt responsible gaming practices.

The Senet Group has decided to give more publicity and accessibility to its initiative designed to tackle and uproot destructive gambling behavior. Up until now, the watchdog only allowed its own members to use the catchy “When the Fun Stops, Stop” slogan in their TV ads.

However, this is now changing with the Senet Group allowing every group out there in the United Kingdom interested in upholding the health & safety of its members to participate readily in the initiative.

A Sudden Change That Is Worth Noting

The Senet Group’s decision to allow more operators to readily take up its slogan is not a chance thing, some believe. By one estimate, the recent change introduced by the Industry Group for Responsible Gambling (IGRG) whereby all operators should advertise while advising safety in their TV ads, has been one of the possible reasons why the Senet Group has modified the copyrights of the slogan.

The company has been previously reluctant to offer it readily to anyone who wishes to without having signed up as a member, mostly because the message has proven to be the most efficient in responsible gambling history in the UK.

A Look at the Numbers

The efficiency of the message does not lie in its catchy phrasing. It is estimated to have reached around 80% of all UK gamblers out there, significantly raising awareness about the very palpable downsides of overindulging in destructive gambling patterns. By another estimate, it has helped 33% of adult gamblers to make more considerate bets. Naturally, these numbers are significant, but they come with a large room for improvement.

With the adoption of the slogan by more operators, this could successfully lead to bolstering the bastion of responsible gamers and slashing the costs that are needed to treat gambling addiction, for example.

In the words of Senet Group chair Gillian Wilmot, the company has been particularly successful in connecting with gamblers and relating to their specific needs. With the World Cup drawing nearer, the exposure to the message may help avert reckless gambling on multiple counts.
Ms Wilmot has been particularly upbeat about the future of helping fight gambling addiction and reckless gambling. According to Ms Wilmot, the message resonates strongly with gamblers aged 18 and 24.

Who Supports It?

The United Kingdom may have the laxest attitude towards gambling in general, but it is also the country with the most active charities, which do their best to help players and individuals who have fallen prey of an all-too-common problem – getting addicted to the game.
GambleAware, a support group for addicts, has been particularly supportive of the message, which has managed to steer adults away from irresponsive gambling. In the words of GambleAware, the initiative is quite happy to be partnering with the Senet Group on the common problems of gambling.