BGC Reports Surge in Safer Gambling Tool Adoption During Awareness Week

Strong Uptake of Deposit Limits and Player Protections

One of the most significant spikes came in the use of deposit limits. The number of deposit limits set during the week rose by 14% year-on-year, with nearly half of the users applying them for the first time.

These figures reflect growing awareness of the support tools available through licensed betting and gaming operators, particularly within the UK and Irish regulated markets.

In parallel with the uptick in tool usage, the campaign’s digital footprint also expanded. Over the course of the week, 7.2 million safer gambling messages were delivered—a 10% increase over the 2023 campaign. On social media, the initiative generated more than 60 million impressions across X (formerly Twitter), Facebook, LinkedIn, and Instagram, setting a new benchmark and marking a 21% rise year-on-year.

The Safer Gambling Week website also saw high engagement, recording more than half a million visits. The site directs users to advice services and provides information on features like deposit limits and time-out options.

Broad Industry and Political Support

Safer Gambling Week is a coordinated cross-sector initiative involving licensed bookmakers, casinos, arcades, online operators, and charitable organisations. It aims to normalise conversations around safer play and highlight the tools available for those looking to manage their betting activity.

The 2024 edition drew support from across the political spectrum, including Minister for Gambling Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Stuart Andrew, and Shadow Gambling Minister Louie French. The campaign was also endorsed by the UK Gambling Commission and its Chief Executive, Andrew Rhodes.

“Safer Gambling Week has proved its worth once again by making a real impact encouraging even more punters to make the most of the broad range of safer gambling tools only available in the regulated sector. These new figures are a testament to its ongoing success, and this industry’s commitment to raising standards and ensuring the millions of customers who enjoy a regular flutter, do so in a safe and responsible environment”, commented Grainne Hurst, Chief Executive of the Betting and Gaming Council (BGC).

The campaign received additional visibility through support from high-profile Premier League football clubs such as Tottenham Hotspur, Aston Villa, and Southampton, helping extend its message to millions of fans.

The initiative comes at a time when around 22.5 million adults in the UK regularly place bets through various channels—from lottery tickets and bingo halls to online casinos and sportsbooks. According to the latest NHS Health Survey for England, 0.4% of adults meet the criteria for problem gambling, underlining the importance of sustained preventative measures.