Guided by Entman’s four functions of framing, we analysed the Senet Group’s framing of the issues it sought to address, particularly harmful gambling, as well as its causes, and the solutions, focusing on the group’s main activity: the delivery of the When the Fun Stops, Stop campaign. We collated written and image-based material related to the Senet Group and its When the Fun Stops, Stop campaign from multiple sources. There has been no prior analysis of the activities, ideas and framing adopted by the Senet Group, who claimed to be acting as an industry ‘watchdog’ and oversaw what they characterised as a major public education campaign. Since the Senet Group’s dissolution in 2020, the campaign has been overseen by the Betting and Gambling Council (BGC), the main gambling industry trade body.
When the Fun Stops, Stop, is a prominent ‘responsible gambling’ campaign in the UK, originally funded and delivered by the industry-initiated and funded Senet Group.
