BGC hails “huge success” of Safer Gambling Week as online engagement grows

| By Daniel O'Boyle
The Betting and Gaming Council (BGC) has hailed Safer Gambling Week 2021 as a “huge success”, after data revealed the event generated a total of 25 million social media impressions, up 19% from 2020’s event.
Michael-Dugher

The total number of impressions measures the number of times the content appeared for users on social networks including Facebook, Instagram and Twitter.

The number of impressions specifically from Safer Gambling Week’s own brands rose more rapidly, by 75% to 1.4 million.

Michael Dugher (pictured), chief executive of the Betting and Gaming Council, said Safer Gambling Week had become an established fixture on the calendar.

“It’s great news that this year’s Safer Gambling Week was such a huge success,” Dugher said. “It is now an established annual event creating a national conversation on the importance of safer gambling, the tools that are available and the help that’s out there. 

Dugher added that the industry will continue to promote safer gambling throughout the year.

“Once again, this shows the regulated betting and gaming industry’s commitment to continuing to raise standards,” he said. “But our commitment to safer gambling is not just for one week of the year. Safer gambling is our mission for every week of the year. 

“Millions of people enjoy a bet safely and responsibly, and the fall in problem gambling rates suggests that the work we have done at the BGC to promote safer gambling is starting to have an impact. But we are not complacent and will continue our efforts to raise standards even higher.”

Safer Gambling Week started in 2017, and was originally known as Responsible Gambling Week. It then rebranded to its current name for of the 2020 event. Ahead of this year’s event, the BGC announced the new ‘Take Time to Think’ campaign. The slogan, “Take Time to Think” will appear in safer gambling advertisements, as well as normal marketing materials for operators, replacing “When the fun stops, stop”.

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