Safer Gambling Week 2024 drives responsible gambling tools usage up 22%
Safer Gambling Week 2024 encouraged more players to make use of responsible gambling tools, with total usage up 22% from the previous year’s campaign.
The eighth edition of Safer Gambling Week took place from 18-24 November, focusing on promoting responsible betting and sharing best practices. This includes showing more safer gambling messages, both online and inside land-based venues.
The campaign now covers the whole of Europe. In the UK, the Betting and Gaming Council (BGC), Bingo Association and British Amusement Catering Trade Association jointly organise the initiative.
Detailing data from the 2024 edition, the BGC said 1.5 million unique accounts used tools during the week. This comfortably exceeds the previous year.
The number of deposit limits set during the campaign also increased 14% year-on-year. The BGC notes that 47% of players set limits for the first time in the period.
Campaign delivers 7.2 million safer gambling messages
Among other key data, 7.2 million safer gambling messages were sent to consumers across the week. This exceeded the previous year by 10%.
Meanwhile, new records were set on social media. The campaign generated more than 60 million impressions across major platforms X, Facebook, LinkedIn and Instagram, up by 21% year-on-year.
In addition, over half a million visits were made to the Safer Gambling Week website during the week. The site provides help and advice and offers guidance on safer gambling tools like deposit limits and timeouts.
“This has proved its worth once again by making a real impact encouraging even more punters to make the most of the broad range of safer gambling tools only available in the regulated sector,” BGC CEO Grainne Hurst said.
“These new figures are a testament to its ongoing success, and this industry’s commitment to raising standards and ensuring the millions of customers who enjoy a regular flutter, do so in a safe and responsible environment.”
More support for Safer Gambling Week
Alongside the organisations that run the campaign, the initiative drew support elsewhere.
Cross-party senior MPs and Peers including Minister for Gambling Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Stuart Andrew, and Shadow Sport and Gambling Minister Louie French gave their backing to the campaign.
The Gambling Commission and its chief executive, Andrew Rhodes, spoke out in support of the initiative. In addition, Premier League football clubs including Tottenham Hotspur, Aston Villa and Southampton helped promote the project.
“Our members promote safer gaming every day of the year, but a single dedicated week, bringing together the whole sector with support from MPs, peers, the regulator and other stakeholders, promotes that work in a uniquely powerful way,” Hurst added.