The Scottish independent betting shop group Scotbet announced on Tuesday that it has joined the gambling self-regulatory body the Senet Group, becoming the first new member of the organization.

Scotbet joins founder members William Hill, Ladbrokes, Coral and Paddy Power in committing to abide by a code of conduct meant to ensure high industry standards of social responsibility in gambling.

“We’ve always placed a high priority on promoting responsible gambling, so it seemed natural to join Senet as a mark of our commitment to that principle,” said Scotbet Chairman John Heaton. “In keeping with Senet’s rules, we have withdrawn all advertising of gaming machines from shop windows and will be devoting 20% of window advertising to responsible gambling messages.”

“While most customers enjoy betting safely, it’s important that the industry plays its part in protecting vulnerable people. We look forward to working with Senet to achieve that goal.”