The United Kingdom Betting and Gaming Council (BGC) has initiated a multi-million pound effort to motivate consumers to utilize the secure gambling resources provided by its members.
This initiative will supplant “When the Fun Stops, Stop” as the industry’s safer gambling message. The new project was formulated following collaboration with academics, government officials, and operators, with the objective of promoting responsible wagering in the most effective manner.
The BGC stated that while the “When the Fun Stops, Stop” campaign was successful in aiding the resolution of problem gambling, the new endeavor will be more efficient in encouraging players to pause and contemplate safer gambling instruments – such as establishing deposit boundaries, time-outs, and self-exclusion – to assist in regulating their participation and maintaining control.
William Hill, Entain, Betfair, Gamesys, Flutter, BetVictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Paddy Power, and Microgaming are BGC members financially supporting the campaign, while the BGC is also collaborating with broadcasters and online platforms to generate content for the initiative.
This promotional effort will be initiated with a sequence of television advertisements that depict consumers pausing their gaming sessions and contemplating the use of safer gambling resources. Gambling operators will endorse the campaign by adopting the motto “Take Time to Think” across their online and physical operations.
To align with the campaign, members of the UK Gambling Commission have ensured that at least 20% of their television and radio advertisements address safe gambling practices, fulfilling the requirements outlined in the existing “BeGambleAware” campaign.
Michael Dugher, the head of the UK Gambling Commission, stated: “A large number of individuals engage in recreational betting, and the majority do so in a safe and responsible manner.” “However, this does not prevent the regulated industry from continuously striving for enhanced standards of safe gambling.”
“Our research indicates that the ‘Take Time to Think’ message will motivate more consumers to pause and consider whether to utilize the various safe gambling tools available. This will empower them to manage their betting activities.”
“The endeavors of UK Gambling Commission members to promote safe gambling stand in stark contrast to the unsafe, unregulated online black market that is readily accessible.”
Conor Grant, the chief executive of Flutter UK and Ireland, remarked: “Our brands have been at the forefront of innovative campaigns for years to raise awareness of safe gambling tools and encourage customers to use them.” He is one of the UK Gambling Commission members supporting the campaign.
The gaming firm, Entain, has declared its backing for the “Time to Think” effort, which seeks to increase knowledge about safer gambling resources.
A representative from Entain stated, “We are delighted to support the BGC’s ‘Time to Think’ campaign, which aims to positively impact customer understanding and utilization of a variety of safer gambling tools, alongside the broader industry.”
Grainne Hurst, Director of Corporate Affairs at Entain, further elaborated, “Making sure our customers have a positive experience when they engage in gaming with us is our top priority, and we are pleased to support the ‘Time to Think’ campaign, a significant initiative that encourages customers to fully utilize the safer gambling tools available to manage their gaming activities.”
The “When the Fun Stops, Stop” campaign, which has faced criticism from some gambling harm activists, was urged to be discarded by the UK Liberal Democrats in 2019.