Betting and Gaming Council launches ‘Take Time to Think’ campaign

BGC has launched a new campaign aimed at encouraging consumers to use the safer gambling tools at their disposal

The “Take Time To Think” campaign will essentially replace “When The Fun Stops, Stop” as the regulated industry’s key safer gambling message.

The new version has been developed after engagement with academics, government stakeholders and operators on the most effective way of fostering responsible betting.

Bet365, Flutter, Entain, Kindred, William Hill, Gamesys, BetVictor, Betway, Betfred, PlayOjo, Betsson, Microgaming, and Playtech are the Betting and Gaming Council (BGC) members funding the campaign;

Although 20% of BGC’s members’ TV and radio ads are safer gambling messages, the bookies will also adopt the ‘Take Time To Think’ slogan across their online and retail businesses.

“I am absolutely delighted that our members have signed up to this fantastic campaign,” said Michael Dugher, Chief Executive of the BGC.

“Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling.

“Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.

“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”

One in four Brits engage in regular online gambling

One-quarter of UK adults (16 and over) have gambled online in the past month, according to new data published by the UK Gambling Commission (UKGC).

Between September 2020 and 2021, roughly 25% of the 4,005 respondents in the UKGC’s study had participated in some form of online gambling in the previous month, an increase from approximately 22% in 2020 and up from 18% in 2017.

Participating in the National Lottery was the most popular form of online gambling this year, followed by other online lotteries, horse racing and sports betting.

Nuno Albuquerque of addiction help firm UK Addiction Treatment shared his thoughts on the study’s findings, claiming that the before-mentioned trends represent a danger.

Albuquerque stated: “Today’s report by the Gambling Commission is just the tip of the iceberg; we know that thousands more will be gambling online and will continue to do so.

“Online gambling can be very addictive as it’s so readily available, easily concealed and extremely enticing. It’s advertised as a form of escapism, and is evidently attracting more women and those aged 55 and over than ever before.

“Gambling addiction can ruin lives; we see it for ourselves every day in treatment. It costs people their jobs, it breaks apart families, and it all starts as a hobby. But it is treatable, it is possible to live a life without gambling.”


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