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