About Time: Gambling Industry’s Slogan Doesn’t Work By Angelica Malin
According to research conducted at the Warwick University, the recent campaign “When the fun stops, stop” has no positive effect on increasing the awareness of responsible gambling. The scientists did an experiment which revealed low effectiveness of this slogan.
The campaign “When the fun stops, stop” was launched in 2015 by Senet Group, the gambling industry-funded responsible betting group of companies. The problem of gambling addiction is actual for most of the online casinos around the world and in the UK. The most reputable gambling platforms such as Sky Vegas Casino in UK provide a complicated approach to implement the ideas of responsible gambling to their casino policy. To prevent the growth of the number of addicted gamblers, Senet Group rolled out this campaign.
For discovering the influence the responsible gambling ads can make on fans of casino games, the Warwick University researchers monitored the decisions of 506 gamblers. They were invited to play at an online casino after viewing online gambling ads. Nobody from these people didn’t know about the real target of the research. They were not informed that the experiment had been created to compare the behavior of players who were inspired by betting ads with the message appealing to responsible gambling, versus the reaction of ordinary players.
The results of the study showed there was no statistically considerable difference between how likely gamblers were to bet when the warning was presented to them and when not. The researchers concluded that the campaign in its original form was not so useful as it could be. They recommend the Gambling Commission to complete the current strategy and elaborate more productive methods to eliminate gambling addiction.
Gillian Wilmot, leader of the Senet Group, said in his interview to The Guardian that the corporation was working on changes to the warning message, such as by using the alternative to the word “fun” in this slogan. She also mentioned the campaign had a goal to generate awareness of the link existing between negative emotional states and gambling addiction. Eliminating all gambling was never its aim. They always have tried to get gamblers to make a pause and reflect, the same way as it was with the Bet Regret messaging.