We use cookies to analyse traffic and for ad measurement purposes, including for personalizing ads. More Info Accept Cookies
Gemma Collins Stars in Spoof Ad for Responsible Gambling
Harrison Score
Harrison Score

Gemma Collins Stars in Spoof Ad for Responsible Gambling

As Responsible Gambling Week comes to a close, operators are taking it upon themselves to continue to spread the word of safer gambling in amusing and innovative ways.

PlayOJO, long time advocates of fairer online gambling, have teamed up with Breakeven, a gambling counselling service affiliated with GamCare, to produce a content series highlighting the dangers of problem gambling, including a parody fragrance advertisement.

The short black and white film, which is both and hilarious and poignant, features Gemma Collins, the star of The Only Way is Essex and Dancing on Ice.


The first half of the spoof advertisement has Collins in glamorous positions with a thumping, icy dance beat punctuating the sleek video as she utters, “Can’t Stop, Won’t Stop, Just one more.” She then unveils the made-up perfume “Compulsion.”

The video then segues into a Collins giving a serious message about the hidden nature of a problem gambler. Then, cleverly intertwining, the spoof advertising message and the actual message of the video, Collins unveils the acronym; S.M.E.L.L. She highlights that you cannot smell a gambling addiction, but that these are the signs that you should be looking out for in a loved on who might have a problem:

  1. S = Sleep – Are they sleeping less than usual?
  2. M = Money – Are they struggling financially?
  3. E = Extreme Emotions – Are they experiencing extreme mood swings?
  4. L = Losing Interest – Are they showing less interest in normal activities?
  5. L = Lying – Are they becoming secretive?

On being invited to work on the SMELL project, Collins said:

“I am working with PlayOJO and Breakeven to raise awareness of the often-hidden issue of problem gambling. I’ve been around addicts in my life and drug addictions and alcoholism can be pretty easy to spot. Problem gambling often hides in plain sight, and we need to raise awareness of the early warning signs so that we can ensure people that are struggling, get the help they need, before it becomes a problem.”

At WDW, we commend that operators are doing more by taking the Safer Gambling Week message and putting their own unique spin on it.

For more information, please visit our Responsible Gambling page.


Ask us a question

10
Notifications

*New members only, must opt in. Min £10 deposit & wager. 30 day expiry from deposit. 18+. Free Spins: on Secrets of the Phoenix Megaways. Spins value: 20p each. *18+ BeGambleAware.org Please play responsibly #ad

*1st deposit (+18). Valid until further notice. Promo code: PRIZE. Min dep £10. Fixed bingo bonus [BB] £40. Max Prize Wheel Spins [PW] is 1. PW min win 4 Spins / max win £100 BB. Odds of winning vary. To withdraw BB & wins, wager x4. To withdraw games bonus [GB] wins, wager 99x. GB wins cap: £100 + initial bonus. GB on selected games only. Wagering req. vary. We reserve the right to deny bonuses, if you were found taking advantage of our bonus offers or any other deceitful activity cross the sites operated by the Company. UK only. Country restrictions apply. Your deposit balance (defined as Transaction Balance under our Withdrawal Policy) available for withdrawal at any time. Withdrawal restrictions & full T&Cs apply. *18+ BeGambleAware.org Please play responsibly #ad

*New players only, £10 min fund, £1,000 max bonus, max bonus conversion equal to lifetime deposits (up to £250), 65x wagering requirements and full T&Cs apply here *18+ BeGambleAware.org Please play responsibly #ad

*Until 31/12/21. New customers only. 18+ Deposit & spend £10 on Bingo to receive £50 Bingo Bonus & 50 Free Spins (selected slots only 20p per spin). Free Spins must be accepted within 48 hours, winnings have 30x wagering which must be wagered within this time. Bingo Bonus has 4x Wagering, bonus must be accepted & wagered within 7 days. 1 new player offer only. Deposits made with Neteller/Skrill/PayPal are not valid for this promotion. UK & ROI. Full T&Cs apply. BeGambleAware.org. Please play responsibly. *18+ BeGambleAware.org Please play responsibly #ad

*New members only, must opt in. Min £10 deposit & wager. 30 day expiry from deposit. 18+. Free Spins: on Rainbow Riches. 1p coin size, max lines. Bingo: Advertised ticket value based on £1 tickets. Game availability & restrictions apply. *18+ BeGambleAware.org Please play responsibly #ad

*AVAILABLE ON FIRST DEPOSIT ONLY. BONUS: MIN. DEPOSIT £20. DEPOSIT AND BONUS AMOUNT SUBJECT TO 50x WAGERING REQUIREMENTS (GAME WEIGHTINGS APPLY). WINNINGS CAPPED AT 5x BONUS AMOUNT. FREE SPINS: 10 BATCHES OF 10 FREE SPINS DAILY. WINNINGS CAPED AT £10 PER BATCH. FULL T&Cs APPLY *18+ BeGambleAware.org Please play responsibly #ad

*New Bingo customers only. Spend £10 cash on Bingo Tickets to claim 200 Free Tickets and 20 Free Spins on eligible slots. Time limits, exclusions and T&Cs apply. *18+ BeGambleAware.org Please play responsibly #ad

*New players only. Valid until further notice. Min deposit £5 for 300% Bingo Bonus [BB] up to £30 + 3 Jackpot Spins [JPS] on Irish Riches Jackpot (valid for 3 days, JPS wins will not be granted, unless you hit the Jackpot). Wagering requirements [WR]: 4x (deposit + BB funds). WR vary by game. GB wins cap: £100 + initial bonus amount. UK: deposit balance can be withdrawn at any time. 18+. Withdrawal restrictions & T&Cs apply *18+ BeGambleAware.org Please play responsibly #ad

*1st time depositors only (18+). Valid until further notice. Min Deposit £10. No promo code required. Max bingo bonus £30. To withdraw Bingo bonus & related winnings, wager x4 the amount of your bonus funds. 10 Free Spins [FS]. FS are valid on Irish Luck, for 7 days. FS wins are granted in games bonus after all FS are used and must be wagered x80. FS wins cap: £2.50. Games Bonus wins cap: £100 + the initial bonus amount. Wagering req. vary by game. UK only. Deposit balance is available for withdrawal at any time. We reserve the right to deny bonuses, if you were found taking advantage of our bonus offers or any other deceitful activity cross the sites operated by the Company. General withdrawal restrictions & full T&Cs apply *18+ BeGambleAware.org Please play responsibly #ad

*New casino players only. Min. £10 deposit with code ‘CASINO100’, debit card only. Valid on 7 slots. 7-day expiry. All spins must be used before cashout allowed. Terms apply. *18+ BeGambleAware.org Please play responsibly #ad