Our Approach To Responsible Gambling

Millions of customers around the world have bet with us since we were founded in 1886. They enjoy the excitement of having a bet and the thrill of winning. Betting should be an exciting, sociable and memorable way to spend time. That’s why it continues to be so popular. From the Grand National to the Cup Final, the Olympics to the Super Bowl; events closely associated with betting remain right at the heart of our cultural life.

At Ladbrokes, we’ve built our business by always trying to give our customers the best experience when they choose to place a bet – no matter when, where or how they want to do it. We know our customers and we know the vast majority of them enjoy their gambling in a safe and responsible manner. Our customers trust us to look out for them and keep them gambling safely. We passionately defend the rights of our customers who like to gamble responsibly across our range of products to continue to do so.

For a small number of people, we know that gambling can cause personal, social, financial or health problems.

We don’t close our eyes or ears to the problems that gambling can cause some people and believe we have a responsibility to help our customers gamble in a safe and responsible manner. We are completely committed to doing all that we can to encourage customers to gamble responsibly and to help those who develop gambling  problems get the help they need. The key to this is being a company the customer can trust.

We have a Social Responsibility Board Committee that brings responsible gambling firmly into the Boardroom. We have a set of KPIs that link executive remuneration with responsible gambling performance. This was a major step for us and a first within the sector.

We launched the UK’s first dedicated TV ad to promote responsible gambling.

We publicly committed to a set of voluntary measures to make our advertising more responsible, when we helped form the industry’s Senet Group. The initiative includes a ban on advertising sign-up offers on TV before 9pm, dedicating 20% of our window advertising space to responsible gambling messages and to the removal of gaming machine advertising from shop windows. All of our in-shop material carries BEGAMBLEAWARE information.