BGC replaces ‘When The Fun Stops’ with new ‘Take Time To Think’ campaign

| By Robert Fletcher
British industry body the Betting and Gaming Council (BGC) has launched a new multi-million-pound campaign aimed at encouraging consumers to use the safer gambling tools offered by its members.

The ‘Take Time To Think’ campaign will replace ‘When The Fun Stops, Stop’ as the industry’s safer gambling message, with the new project having been developed after engagement with academics, government stakeholders and operators on the most effective way of encouraging responsible betting.

The BGC said while the ‘When The Fun Stops, Stop’ campaign was successful in helping to address problem gambling, the new initiative will be more effective in encouraging players to pause and consider safer gambling tools – such as setting deposit limits, taking time-outs and self-exclusion – to help moderate their play and remain in control.

William Hill, Entain, bet365, Gamesys, Flutter, BetVictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming are the BGC members funding the campaign, while the BGC also worked with broadcasters and online platforms to create content for the initiative.  

The campaign will launch with a series of television adverts showing customers pausing mid-play to consider using safer gambling tools. Operators will support this by adopting the ‘Take Time To Think’ messaging across their online and retail businesses.

BGC members already ensure at least 20% of their TV and radio adverts are safer gambling messages, in line with the requirements set out as part of the existing ‘When The Fun Stops, Stop’ campaign.

“Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly,” BGC chief executive Michael Dugher said. “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.”

Conor Grant, chief executive of Flutter UK and Ireland, one of the BGC member supporting the campaign, said: “Our brands have been at the forefront of innovative campaigns to raise awareness and promote customer usage of safer gambling tools for a number of years.

“Together with the wider industry, we are pleased to support the BGC’s Take Time to Think campaign, which aims to positively impact awareness and usage of the range of safer gambling tools available to customers.”

Grainne Hurst, director of corporate affairs at Entain, another supporter of the initiative, added: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”

The ‘When The Fun Stops, Stop’ campaign drew criticism from some gambling-related harm campaigners, with the UK Liberal Democrat Party calling for the slogan to be scrapped in 2019.

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