The new responsible gambling television advert features a character called Mr Brightside, who is shown enjoying a night out with friends despite having earlier been denied a winning football bet by a decision of a linesman. The advertisement finishes with a message that reads ‘Please Bet Responsibly’ and does not include any promotional or sales messages.

Ladbrokes said the advert is one of a number of measures it has taken to help promote responsible gaming, such as the introduction of the Association of British Bookmakers code of player protection, new set limits software on machines and retraining staff to include a greater focus on interaction.

The bookmaker also claims to dedicate 20% of its shop window space to the promotion of responsible gambling, in addition to running in-shop gambling adverts featuring football pundit Chris Kamara in order to promote responsibility.

Earlier this year, Ladbrokes also announced additional measures to promote responsible gambling by establishing a committee of the board to set responsible business benchmarks and for elements of play to be linked to problem gambling measures.

Richard Glynn, chief executive of Ladbrokes, said: “Most betting customers will recognize 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 focused on continuing to evolve our approach to promote responsible gambling in conjunction with Government, the Gambling Commission and the industry.”

Originally reported by iGaming Business