William Hill has announced that it will be giving back to the New Jersey community that it has profited from since the legalisation of gambling, forming a partnership with a problem-gambling support group.
The UK bookmaker will donate up to $50,000 to go be used on a campaign to promote responsible gambling in conjunction with the the Council of Compulsive Gambling of New Jersey (CCGNJ) after the group was able to create significant public pressure on their participation.
Problem gambling initiatives have proven to be a success in more mature gambling markets like Australian and the United Kingdom, where online bookmakers have actively — with help from significant Government regulations — taken part in funding and providing a responsible gambling message.
The CCGNJ campaign is set to include a promotional video designed to educate on problem gambling and targets gamblers, as well as the network of family and friends behind the gambler. The video is set to appear on a range of media platforms including TV, social media and theatres.
The move is a savvy one from WilliamHill, which has already been criticised for advertising ‘too aggressively’ in New Jersey and other US states that have legalised online sports betting over the last 12 months.
After announcing the new partnership, William Hill US CEO, Joe Asher said its $50,000 donation would be the first step in a meaningful relationship.
Why does this matter?
William Hill and other online bookmakers have an opportunity to learn from mistakes made in Australia and the United Kingdom, where over-saturation of advertising and a lack of social awareness led to public outcry and heavy-handed Government regulations.
William Hill has been quick to move in to the burgeoning US market and has an opportunity to be a trusted face in the industry.
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