BGC launches a new safer gambling campaign

Simona Boshkova | Published 29 Oct 2021, 7:49 a.m.

The Betting and Gaming Council (BGC) is a single industry body that represents over 90% of retail betting shops, online betting and gaming operators, casinos and bingo operators. It works on raising standards and creating a culture of safer gambling in the United Kingdom. 

As the Council supports responsible gambling, it works in a similar manner to the UK Gambling Commission, which recently suspended BGO’s operating licence.

The BGC is responsible for various initiatives, including its latest safer gambling campaign called ‘Take Time To Think’. This campaign will replace the slogan ‘When The Fun Stops, Stop’. It is aimed at encouraging consumers to use the safer gambling tools offered by its members.

A series of TV ads will start the campaign

The Betting and Gaming Council has replaced its popular ‘When The Fun Stops, Stop’ campaign with a new slogan - ‘Take Time To Think’. The new eye-catching logo will be shown on the perimeter boards for the first 30 seconds of each half of the upcoming football matches. 

The campaign will start with a series of TV advertisements that display how customers pay mid-play before considering the use of safer gambling tools. Also, a full-page advertisement highlighting the campaign will be published on the inside front cover of the match programme.

Among the BGC members who are funding ‘Take Time To Think’ are Betway, William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming. Moreover, operators are also adopting the ‘Take Time To Think’ messaging across their online and retail businesses.

Michael Dugher, chief executive of the BGC, said: 

“ ‘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 like Betway are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”

The Council also explained that the new campaign will be even more effective than the ‘When The Fun Stops, Stop’. It will encourage players to pause and consider safer gambling tools, including self-exclusion, setting deposit limits, taking time-outs, and more.

BGC will keep up the momentum in its quest to raise standards

Meanwhile, the Betting and Gaming Council has come up with another announcement. Namely, it has pledged to “keep up the momentum” in its quest to raise standards. This comes after a new report showed that problem and at-risk gambling rates are falling.

The UK Gambling Commission conducted a survey that showed the rate of problem gambling for the year to September 2021 was 0.3 per cent – down from 0.6 per cent the previous year. The study also found that the rate of those gamblers classed as being at ‘moderate risk’ of harm fell from 1.2 per cent to 0.7 per cent in the same time frame.

Michael Dugher commented on the announcement and said: “Since being established in 2019, we have worked tirelessly to drive up standards in the regulated betting and gaming industry and promote safer gambling.

“Our initiatives have included using advertising to promote safer gambling tools like deposit limits and time-outs, investing more in research and treatment, funding an education programme provided by GamCare and YGAM, implementing the credit card ban and introducing tough new rules on VIP schemes and changes game design, as well as using technology to intervene with customers online.”

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Betting and Gaming CouncilResponsible Gambling

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