UK’s Safer Gambling Week Achieves Record Public Engagement
The Betting and Gaming Council (BGC) has announced that last year’s Safer Gambling Week marked a significant milestone in public engagement, with the use of responsible gambling tools increasing by 22%.
Safer Gambling Week 2024 ran from November 18 to 24 and saw the delivery of approximately 7.2 million safer gambling messages—an impressive 10% rise compared to the previous year. Over 1.5 million users engaged with responsible gambling tools during the campaign, contributing to the significant 22% year-over-year improvement. Notably, deposit limit settings surged by 14%, and nearly half (47%) of those who set a deposit limit during the initiative were doing so for the first time.
Social media outreach for the campaign also reached new heights, amassing over 60 million impressions across major platforms including X, Facebook, LinkedIn, and Instagram—a 21% increase from 2023. In addition, the Safer Gambling Week website attracted hundreds of thousands of visitors seeking information and support on safer gambling practices, including tools such as deposit limits and time-outs.
Grainne Hurst, CEO of the BGC, praised the campaign’s impact, highlighting its role in promoting safer play within the regulated gambling sector. Hurst emphasized that the most recent figures reflect the industry’s commitment to player safety and the growing public embrace of responsible gambling tools.
Objectives of Safer Gambling Week
Safer Gambling Week is a collaborative initiative that brings together regulated betting and gaming operators across the UK and Ireland. The campaign aims to spark national dialogue among industry professionals, players, and their communities about responsible gambling, while also raising awareness of the tools available to help individuals maintain control over their gaming activities.
The initiative received powerful endorsements from political leaders across the spectrum, including Minister for Gambling Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Stuart Andrew, and Shadow Sport and Gambling Minister Louie French. Additionally, the campaign was supported by the Gambling Commission and its CEO Andrew Rhodes.
Several prominent football clubs also lent their voices to the campaign. Premier League teams such as Tottenham Hotspur, Aston Villa, and Southampton helped amplify the message to their vast fan bases, further boosting public awareness.
Despite the campaign’s progress, challenges remain. Data from the UK’s National Health Service (NHS) indicates that around 0.4% of England’s adult population—approximately 180,000 people—are affected by problem gambling behaviors. The BGC acknowledges that continued efforts are vital to further reduce gambling-related harm and support those most at risk.
- SCCG Management. The Gambling Industry’s Global Connector. Access Here.
- Source: SCCGManagement.com