Safer Gambling Week 2024 encourages industry to share best practices

Now in its eighth year, Safer Gambling Week 2024 runs 18-24 November, stretching across the whole of Europe. The British arm of the project is again being organised by the Betting & Gaming Council (BGC), the British Amusement Catering Trade Association (Bacta) and the Bingo Association.

Throughout the week, increased safer gambling messages will be shown to users across both online and land-based venues. This, organisers said, is aimed at sparking a nationwide conversation about betting responsibly.

Messaging will include information about tools to help customers stay in control as well as signposting help and advice.

“Ensuring safety should always be central to every aspect of gambling,” said Andrew Rhodes, chief executive of the Gambling Commission, “However, Safer Gambling Week offers a valuable chance to emphasise this priority even further.

“It also enables operators to exchange best practices, helping to make gambling in Britain among the safest experiences worldwide.”

Safer Gambling Week to build on last year’s success

Organisers behind the campaign are hoping for a similar response as last year. During Safer Gambling Week 2023, the number of customers using safer gambling tools soared. Some 54% of players set deposit limits for the first time.

Also last year, players actively setting reality checks during the week rocketed by more than 300%. In addition, the 2023 event smashed social media records, generating over 50 million impressions across Twitter, Facebook and Instagram.

“Safer Gambling Week is about showcasing the tools that exist in the regulated industry all year round to ensure that the millions of people who enjoy a regular flutter, continue to do so in a safe and responsible environment,” BGC chief executive Grainne Hurst said. “Previous years have shown that this campaign leads to increased use of those popular safer gambling tools.”

Labour government welcomes industry’s efforts

Baroness Twycross, UK minister for gambling, is also backing the scheme. This year is the first time the project will run under a Labour government, after the party’s election win in July.

“Safer Gambling Week is a good opportunity to recognise the important work being done to help protect those at risk of gambling harms,” Baroness Twycross said. “We welcome the industry using this week to highlight the tools and support available to prevent people suffering potentially life-changing harm.”

George McGregor, executive director of government relations at Bacta, also talked up the impact of the project. He said: “SG Week provides an opportunity to highlight what the gambling sector does all year round to ensure customers can have some fun, safe in the knowledge that operators are there for them and their peers if things start to get out of control.”

Andrew Lee, chief operating officer at QiH Group, an igaming affiliate company based in London said it is important for a cross-industry approach to be taken to responsible gambling. He said: “As affiliates are often an initial touchpoint for customers, our priority is maintaining a safe, compliant environment that benefits our partners and, ultimately, their customers. 

“We believe in supporting a balanced approach where gambling remains what it should be: safe, enjoyable entertainment.

“We recognise Safer Gambling Week as a valuable opportunity to stay engaged with the broader industry conversations and to hear from the community on responsible gambling.”

What is happening in Europe?

The wider Safer Gambling Week initiative stretches across Europe, with various activities, industry-wide webinars and information-sharing sessions planned for the week ahead.

The week will feature a series of events and webinars focusing on key safer gambling topics. Topics include understanding problem gamblers, improving responsible betting and the role of AI in safer gambling.

There will also be a social media campaign running across Europe, promoting key safety messages and resources. These will be supported by translated campaign graphics.

The wider European effort is being supported by several organisations and providers. These include the European Betting & Gaming Association, the International Betting Integrity Association, EveryMatrix and EPIC Global Solutions.