Fig 1.
The Senet Group’s responsible gambling campaign tagline.
In the original campaign imagery (a) the font size for the word “FUN” was larger and the second “STOP” was smaller than the version currently in use. On the 1st of June 2015, the Senet Group announced that “Senet has slightly altered the relative size of the words ‘Fun’ and ‘Stop’ in its yellow advertising strip, ‘When the Fun Stops, Stop’, to bring the two symbols into better balance” (b) (Source: Senet Group press release titled Senet Group runs new burst of #BadBetty advertising and strengthens regulation) [73].
Table 1.
Summary of documentary materials collated and included in the analysis.