Sky Betting & Gaming has become the latest operator to join Senet Group, the first solely online gaming operator to join the UK gambling industry’s self-regulatory body.

Senet Group has been established to raise awareness of the dangers of gambling addiction, running campaigns under the ‘When the Fun Stops, Stop’ tagline for the past year.

Sky Bet joins a number of the UK’s leading operators - William Hill, Ladbrokes, Coral and Paddy Power - as a member of Senet Group, and now has a three-month grace period to comply with all responsible gambling controls required of its members.

“We’re delighted to welcome such an important online and mobile operator as a member,” Senet Group chair Wanda Goldwag said. “It demonstrates that Sky Betting & Gaming is prepared to adhere to and promote high standards of social responsibility, which is good news for players and for the industry.

“Remote gambling is the fastest growing sector of the industry, with innovations being developed regularly. It’s therefore particularly important that we will have a leading operator in this space to inform the development of our code of conduct.”

Sky Bet chief executive Richard Flint said that the industry had stepped up its commitment to social responsibility issues over the past twelve months, with Senet Group a key part of these efforts.

“There’s obviously still further room for improvement but I’m really looking forward to helping shape the group’s work on online gambling issues.”

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