Senet pass the torch to BGC

Senet Group transfer Betting and Gaming Council
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The Senet Group has confirmed that it will transfer its responsibilities outright to the recently formed Betting and Gaming Council.


Established in 2014, the Senet Group was initially formed by the UK’s legacy ‘Big 4’ high-street bookmakers’ Ladbrokes, Coral, William Hill and Betfred in a move to streamline industry responsibility standards. It’s best known for developing the betting industry’s first combined safer gambling nationwide campaign ‘When the Fun Stops Stop’ – a marketing initiative still maintained by industry incumbents.

“The collaborative ethos at the heart of the new Betting and Gaming Council now offers the opportunity to combine resources to deliver safer gambling initiatives at scale,” said Senet chairman Gillian Wilmot. “It is vital that the industry is at the core of solutions to protect its customers. Senet’s role in bringing the industry together and leading initiatives to protect its customers and secure its own sustainable future has added significant value.”

During 2019, the Senet Group participated in cross-industry collaborations, contributing to the development of betting’s new ‘Safer Gambling Commitment’, which saw UK operators voluntarily adopt ‘whistle to whistle’ ban on advertising during live sport. “The cross-industry collaborative approach pioneered by Senet became a blueprint which made the creation of the new Betting and Gaming Council possible,” said Brigid Simmonds, Chairman of the BGC. “We look forward to building on that work.”

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