The initiative is a joint effort run by the Betting and Gaming Council (BGC), the British Amusement Catering Trade Association (Bacta), and the Bingo Association. It runs from the 13th until the 19th of November and covers both online and land-based gambling.
“This is a good reminder of the work already underway by government, industry and the regulator to prevent harm,” gambling minister Stuart Andrew says. “We are taking action to prevent gambling addiction, improve safer gambling tools and strengthen messaging to stop people incurring potentially life-changing losses.”
Last year’s Safer Gambling Week was described as a success, as it led to 200,000 accounts setting deposit limits. Of these, 61% of players did so for the first time.
Industry brings responsible gaming ads
Casino operators are also actively involved in Safer Gambling Week. One of these is Betfred, who has launched a new safer gambling campaign with creative agency Zút. Dubbed “How Do You Keep It Fun?”, this multi-platform campaign promotes healthy gaming habits such as personal limits and gaming session time limits.
“Safer gambling is at the very heart of our business and these new adverts are of huge importance to Betfred,” Betfred chief executive Joanne Whittaker remarks. “Zút were the perfect partner to produce the adverts as they clearly understood what we wanted to achieve and shared a desire to make these adverts industry-leading.”