The annual Safer Gambling Week initiative, a cornerstone event in the responsible gambling community, marked a historic level of engagement this year, with a 70 percent surge in social media presence compared to the previous one. The Betting and Gaming Council (BGC) has proudly announced that the recent campaign, which took place from the 13th to the 19th of November, has captured the attention of the nation, resonating across various social media platforms, including Twitter, Facebook, and Instagram, leading to over 50 million impressions.
This year’s iteration – the event’s seventh consecutive annual run – was not just about making noise online; it saw an influx of half a million individuals visiting the Safer Gambling Week website. The online hub acts as a beacon for those seeking assistance; it signposts to vital help and advice for individuals contending with gambling issues, while also providing insights into safer gambling tools like deposit limits and timeouts.
The collaborative effort put forth by the BGC, the Bingo Association, and BACTA (the British Amusement Catering Trade Association) meant this campaign was more than an echo in the digital void. It transformed into a nationwide dialogue, stirring discussions on responsible betting in both digital forums and land-based establishments.
The drive behind this initiative was not only from within the industry. A slew of supporters including, politicians, regulators, and notable figures from sports outfits came forward. Advocates of the campaign included the Gambling minister Stuart Andrew MP, his shadow counterpart Stephanie Peacock MP, Andrew Rhodes – the CEO of the Gambling Commission, and the higher echelons of Premier League football clubs like West Ham United and Brighton & Hove Albion.
In the words of Michael Dugher, the chief executive of the BGC, “The record numbers for both impressions and website visits show that the industry has never been more committed to ensuring the many millions who enjoy a regular flutter continue to do so in a safe and responsible environment.” Dugher further remarked that, based on the success of Safer Gambling Week, the public is now better informed about how to engage with their pastime in the most secure manner possible, calling it an achievement that the entire industry can take pride in.
Looking at broader statistics, the BGC identified that, on average, around 22.5 million adults in Britain place bets each month. The council observed that the incidence of problem gambling among adults is both stable and remains low, standing at a rate of 0.4%.
Furthermore, a recent survey conducted by the Gambling Commission has shed light on a significant downward trend in the exposure of young Britons to gambling advertisements. The findings suggest that exposure among 11- to 17-year-olds has plummeted by 10 percentage points over the past year. Concretely, while in 2022, 66% and 63% of this age bracket reported encountering offline and online gambling adverts, respectively, the numbers have decreased to 55% and 53% in the current year.
This tangible reduction in advertising visibility among youth, coupled with the increased engagement and education efforts during Safer Gambling Week, points towards a conscious effort by the industry and its regulatory bodies to curtail the risks associated with gambling.
As the BGC and collaborating organizations reflect on the success of Safer Gambling Week 2023, the industry looks forward to building upon these efforts, aiming to further ingrain responsible gambling practices at the heart of this leisure activity. With each passing year, the commitment to creating a safer and more informed gambling environment for players becomes more pronounced, signaling a progressive step forward for the sector.
