What are cookies?

Our site uses cookies. A cookie is a small text marker stored on your computer that enables us to track the use of our website. We use cookies to help us understand what our users' interests and preferences are to ensure the website is as user friendly as possible.

This site only uses cookies in order to provide a service to visitors. No personal data is stored in cookies and cookies are not used in order to provide advertising. Cookies are used for the following purposes:

Learn more about cookies on aboutcookies.org

If you have any concerns about the processing of your personal data by the Dementia Action Alliance, please contact the Secretariat, c/o Alzheimer's Society, 43-44 Crutched Friars, London, EC3N 2AE.

Accept and continue


Millions of customers around the world have bet with us since we were founded in 1886. They enjoy the excitement of having a bet and the thrill of winning. Betting should be an exciting, sociable and memorable way to spend time. That’s why it continues to be so popular. From the Grand National to the Cup Final, the Olympics to the Super Bowl; events closely associated with betting remain right at the heart of our cultural life. At Ladbrokes, we’ve built our business by always trying to give our customers the best experience when they choose to place a bet – no matter when, where or how they want to do it. We know our customers and we know the vast majority of them enjoy their gambling in a safe and responsible manner. Our customers trust us to look out for them and keep them gambling safely. We passionately defend the rights of our customers who like to gamble responsibly across our range of products to continue to do so. In Newmarket we have 2 shops, 25 Market Street and 6-8 High Street.

14 November 2018
East of England
Local Alliances:
Newmarket Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

For a small number of people, we know that gambling can cause personal, social, financial or health problems.

We don’t close our eyes or ears to the problems that gambling can cause some people and believe we have a responsibility to help our customers gamble in a safe and responsible manner. We are completely committed to doing all that we can to encourage customers to gamble responsibly and to help those who develop gambling  problems get the help they need. The key to this is being a company the customer can trust.

Through training/awareness sessions we will improve our customer services on how to recognise the signs of a customer that may have dementia or be vulnerability. We would be able to support them if need be

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

Allocating time for Dementia awareness sessions to our existing staff and including dementia awareness in new staff induction programmes. Making sure that all staff have a good understanding of the issues surrounding people living with Dementia. Helping staff not to make assumptions.

2. Actions

  • Improve our understanding of Dementia

    We will arrange for staff to be dementia aware to ensure greater understanding of the condition and how we can help. 

  • Work in partnership with Newmarket DAA

    Ladbrokes will work with the Newmarket Dementia Action Alliance to support Newmarket to become a dementia friendly community and encourage other organisations to attend Dementia Friends sessions and sign up to the Dementia Action Alliance.

    Being implemented
  • Promoting dementia awareness

    Ladbrokes Newmarket, subject to management approval, will display the NDAA window sticker to show it is a member of the NDAA, in each if its shops. Also when applicable and appropriate the dementia friendly sticker, to demonstrate it is a dementia friendly Organisation.