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We don’t want some irresponsible marketing campaign to take the joy out of gambling. That’s why we make sure that all our advertising and marketing campaigns are socially responsible. It really is as simple as that.

Some concrete steps we’ve taken to ensure that we responsibly market our services

  • We don’t undertake any football shirt sponsorship in the UK.
  • We have a blacklist of search terms. This means that our advertising won’t appear around specific terms that consumers search for online, such as references to children or other vulnerable groups. The list consists of terms we’ve blacklisted ourselves as well as terms that the Betting and Gaming Council (BGC) has blacklisted.
  • Since May 2020, we’ve dedicated at least 20% of our TV coverage to our safer gambling messages. We use these advertising segments on TV to promote essential SG tools like deposit limits and timeouts.
  • We also have consistent safer-gambling messages throughout our sportsbook, gaming campaigns, and other marketing activities. In other words, it’s part of what we do.

In October 2020, the Industry Group for Responsible Gambling (IGRG) Code was rolled out. Our commitments to the IGRG Code include:

  • our paid-for social media advertising is now directed at those aged 25+. This means that we’re not targeting young people between 18 and 24 whose age we have not verified ourselves.
  • we’re restricting all our organic YouTube content (content we have not paid to publish) to logged-in users aged 18+, meaning only adults with a registered YouTube account can view our material on the platform.

20% of our organic content is safer-gambling related, and each of our social media pages contains a link to the BeGambleAware web page, informing our customers how to limit their exposure to gambling advertising across social media.

Our affiliate partners are also required to post safer-gambling-related content, and our paid-for advertising that appears on search engines and the advertising of our affiliate partners contains ‘18+’ and the safer gambling message ‘Play Safe’.

We believe in the power of safer-gambling messages because we’ve seen how they positively affect our customers’ behaviour. We’re therefore happily continuing to use brand ambassadors to promote safer gambling messages and encourage the use of safer gambling tools.