In September 2014, William Hill, Ladbrokes, Coral and Paddy Power came together to set up a new independent industry body, the Senet Group.

The Senet Group's remit is to promote responsible gambling standards and ensure that the marketing of gambling is socially responsible. In January 2015 as part of GambleAware Week, the Senet Group launched a high impact TV and advertising campaign to educate people about the risks of gambling and how to stay in control, backed by the four founder members.

The Senet Group is chaired by an Independent Standards Commissioner, who monitors and enforces compliance with the commitments made by member companies on advertising and other measures aimed at protecting the vulnerable.

Membership of the Senet Group is open to any gambling operator.

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