UK's Safer Gambling Week sets new record with nearly 30M impressions on social media

The UK's Safer Gambling Week took place earlier this month, running through October 17-23. Following the event, the UK Betting and Gaming Council released data that revealed a 21% increase in social media impressions over 2021, with Safer Gambling Week messaging displayed on major social media sites nearly 30 million times.

The latest figures official figures from the UK Gambling Commission also show the rate of problem gambling was 0.2% of the adult population, down from 0.4% the previous year.

With nearly 30 million impressions on Twitter, Facebook and Instagram, this year’s Safer Gambling Week was the highest-profile campaign ever. A huge thank you to industry employees for making this year’s event so impactful.
https://t.co/KQVLKnbDDx pic.twitter.com/VOSs29NPaO

— Betting and Gaming Council (@BetGameCouncil) October 26, 2022

The initiative, which ran for the fifth year, also saw tens of thousands of visits to the Safer Gambling Week website where people can access support and information about safer gambling tools. The aim of Safer Gambling Week is to kickstart a national conversation between staff, customers, and their friends and family, about safer gambling, as well as highlight the range of tools that are available to help people stay in control of their betting.

Additionally, a large number of cross-party senior MPs and peers - including gambling minister Damian Collins MP and several shadow ministers including Shadow Gambling Minister Alex Davies Jones MP – also gave their backing to the campaign, notes the BGC. And among the well-known sporting figures to support Safer Gambling Week 2022 were former football manager Harry Redknapp and former Celtic striker John Hartson, who both recorded videos promoting safer betting.

We’d like to thank the many MPs, MSPs and Peers who supported this year’s Safer Gambling Week. It’s an issue which - quite rightly - cuts across the political divide. We all owe it to those at risk to do more to raise awareness about safer gambling.https://t.co/7i7IIfyhSy pic.twitter.com/egmTnV1HXA

— Betting and Gaming Council (@BetGameCouncil) October 24, 2022

BGC Chief Executive Michael Dugher said: "The campaign has once again raised awareness about safer gambling and showcased increasingly popular safer gambling tools, like time-outs and deposit limits, that only exist in the regulated industry."

"Importantly, we have also once again signposted all the professional help and support services, funded by the industry, that are available to those who need it, ensuring the millions of people who enjoy a regular flutter continue to do so in a safe and responsible environment. But the regulated industry’s commitment to safer gambling is not just for one week of the year. It is our mission for every week of the year," Dugher added. 

The Chief Executive further pointed out that millions of people enjoy a bet safely and responsibly, and that the falling and low rates of problem gambling suggest that the work the BGC had done to promote safer gambling "is having an impact."

The success of this year's Safer Gambling Week - the most high profile ever - shows that it can make a difference. And as our CEO @michaeldugher says, safer gambling is a commitment for our members year-round, not just for one week.https://t.co/anzDRZu2AY pic.twitter.com/Lo92tRYtUR

— Betting and Gaming Council (@BetGameCouncil) October 26, 2022

Every month 22.5 million adults place a bet, and a growing number now at 20% – around 4.5 million – use safer gambling tools like time-outs and deposit limits, the BGC noted.

The Safer Gambling Week campaign, organized by the Betting and Gaming Council, BACTA, and the Bingo Association saw a blitz of safer gambling messages both online and in land-based venues, aiming to spark a nationwide conversation about betting responsibly.

EGR also hosted a Safer Gambling Forum which provided an opportunity for the industry to share knowledge and best practice on their work on safer gambling, alongside hearing updates from safer gambling charities. The forum featured speakers from Kindred, Focal Research, GamCare, YGAM, and Betknowmore.