UK political party the Liberal Democrats has called for the gambling industry’s safety slogan ‘When The Fun Stops, Stop.’ to be scrapped.

The slogan was introduced by the industry-funded responsible gambling body Senet Group in 2015 as a warning against irresponsible gambling, but the Lib Dems are calling for an ‘industry overhaul’ and have warned that the 'Fun' slogan could be exacerbating what they describe as the national gambling crisis.

John Leech, who was the Liberal Democrat lead on Culture, Media and Sports during the Coalition Government, is now calling for greater support to be made available for those continuing to suffer from gambling addictions and the scrapping of the 'fun' slogan, as well as all in-play betting.

"Gambling addictions wreck relationships, families and people's physical and mental health, it's never just the gambler who suffers,” said Leech. "It is becoming increasingly clear that children's wellbeing is also being threatened by the gambling addictions of adults around them. These same children tune in to sporting events which are then bombarded by sinister gambling adverts – if not overtly, through sponsorship deals.

"Lib Dems will continue our work to overhaul the gambling industry by tackling adverts, online betting which encourages 'penny to pound gambling' and marketing.

"There is now enough proof that the crass 'When The Fun Stops, Stop' slogan is not working, and it could be exacerbating the national gambling crisis. It's time to scrap the slogan because let's be honest, by the time 'the fun stops', you are already dangerously addicted."