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Analysis of a responsible gambling campaign in the UK

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Author(s): van Schalkwyk, May C. I. ; Maani, Nason ; McKee, Martin ; Thomas, Samantha L. ; Knai, Cécile ; Petticrew, Mark

Journal: PLOS One

Year Published: 2021

Date Added: January 11, 2022

The aim of this article was to evaluate a responsible gambling campaign in the UK, When the Fun Stops, Stop. The campaign was originally funded and delivered by the Senet Group, an organization formed by four major gambling companies. The researchers gathered materials related to the Senet Group and their responsible gambling campaign. They found that the Senet Group framed the problem of gambling-related harms as one that affects a small portion of people. The Senet group emphasized the individual’s responsibility in problematic gambling. The authors reviewed the Senet Group’s evaluation of the campaign and concluded that there is little evidence to support that the campaign is effective.


Citation: van Schalkwyk, M. C., Maani, N., McKee, M., Thomas, S., Knai, C., & Petticrew, M. (2021). “When the fun stops, stop”: An analysis of the provenance, framing and evidence of a ‘responsible gambling’ campaign. PLoS ONE, 16(8), Article e0255145. https://doi.org/10.1371/journal.pone.0255145

Article DOI: https://doi.org/10.1371/journal.pone.0255145

Keywords: gambling ; harm reduction ; harmful gambling ; interventions ; player education ; responsible gambling

Topics: Gambling Resources ; Information for Operators ; Information for Treatment Providers ; Prevention

Conceptual Framework Factors:   Exposure - Marketing and Messaging ; Environment - Responsible Gambling ; Gambling Environment ; Gambling Exposure

Study Design: Qualitative: Content Analysis

Study Funding:

Nason Maani was supported by funding from the Commonwealth Fund. Cécile Knai, Nason Maani, and Mark Petticrew were supported by funding from the UK Prevention Research Partnership. May CI van Schalkwyk was supported by funding from the National Institute for Health Research.

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