On Friday 16th May Ladbrokes will launch the UK’s first dedicated TV advertisement to promote responsible gambling.
The advertisement is part of the new ‘Ladbrokes Life’ campaign which launched in April. The campaign, developed by BBH, celebrates the characteristics of different betting customers and aims to set a markedly less aggressive tone than other betting advertisements.
In the new dedicated responsible gambling ad one of the characters, Mr Brightside is seen enjoying his night out despite being denied a winning bet by the decision of a linesman. The advertisement ends with a ‘Please Bet Responsibly’ message and does not include any promotional or sales messages.
The dedicated responsible gambling ad follows a number of measures undertaken by Ladbrokes to promote responsible gambling. These include the introduction of the ABB code of player protection, new set limits software on machines and retraining of staff to include a greater focus on interaction. Ladbrokes already dedicates 20% of its shop window space to promotion of responsible gambling and runs in-shop responsible gambling adverts featuring Chris Kamara. Earlier this year the company also announced further measures to promote Responsible Gambling including establishing a committee of the plc board to set responsible business benchmarks and for elements of executive pay to be linked to responsible gambling measures.
Ladbrokes Chief Executive Richard Glynn commented:
“Most betting customers will recognise the message in the advertisement as something they already practice but we believe it is important to continue to promote responsible gambling to ensure people stay within their limits and don’t take unnecessary risks. It is part of a package of awareness and self-help measures that customers value and appreciate. We remain focussed on continuing to evolve our approach to promote responsible gambling in conjunction with Government, the Gambling Commission and the industry.”
