Responsible gambling: "Boundaries. Every game needs them"

Gambling / betting is always going to be a controversial topic, involving as it does the possibility of a harmless past-time spirally into uncontrolled spending of money and other resources, and even addiction. Awareness of the issue has been heightened in various ways over recent years. What do you think of this ad by William Hill to encourage the notion that we all need to set our limits? It plays on the idea of how ridiculous a football game would look without such boundaries. Useful?

Keywords: William Hill 'Not Football', safer betting, responsible gambling, Pulse Films, Who Wot Why