Sky Betting & Gaming has become the first online-only operator to join the Senet Group.
The firm will work alongside fellow members Coral, Ladbrokes, Paddy Power, Scotbet and William Hill to promote responsible gambling.
As a new member, Sky Betting & Gaming will be granted a three-month ‘grace period’ to comply with all of Senet’s ‘enforceable commitments’.
“The gambling industry has definitely upped its game on social responsibility issues over the last 12 months and the Senet Group has been a key part of those efforts,” Sky Betting & Gaming chief executive Richard Flint said.
“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.”
Wanda Goldwag, chair of Senet Group, added: “We’re delighted to welcome such an important online and mobile operator as a member.
“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.”
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