SBC News Voice of the Sports Betting Industry
The Betting and Gaming Council (BGC) has underscored the relevance of Safer Gambling Week (#SGWeek) as an industry initiative informing the public about safer gambling tools and behaviours.
The UK gambling trade body cites new data from SGWeek 2024, stating that the “numbers of punters using safer gambling tools surged for another year running”.
A positive response to last year’s campaign saw over 1.5 million unique accounts use a safer gambling tool during SGWeek (18–24 November), representing a significant 22% year-on-year increase.
The 2024 campaign delivered 7.2 million safer gambling messages to UK adults throughout the week, a 10% rise on 2023. Campaign targeting was heightened across social media, generating over 60 million impressions on major platforms including X, Facebook, LinkedIn and Instagram a 21% increase on the previous year.
Research also found that user-established deposit limits rose by 14% compared to the prior year. Notably, 47% of those setting deposit limits were first-time users, reflecting a positive shift towards responsible gambling behaviours.
SGWeek serves as the gambling industry’s flagship social responsibility campaign, bringing together UK and Irish regulated betting and gaming operators across all businesses. The campaign is run in collaboration with charities, support organisations, and the Gambling Commission to promote safer gambling practices.
The 2024 edition received cross-party political backing. Key supporters included Baroness Twycross, Minister for Gambling; Shadow Secretary of State for Culture, Media and Sport, Stuart Andrew; and Shadow Gambling Minister, Louie French. Endorsements from these senior figures strengthened the campaign’s credibility and broadened its public and industry reach.
Premier League clubs Tottenham Hotspur, Aston Villa and Southampton FC also contributed to the campaign’s exposure, sharing safer gambling messages with millions of fans via matchday channels and digital platforms.
During the week-long campaign, the SGWeek website recorded over 500,000 visits. The site provides essential information on tools such as deposit limits, time-outs, self-exclusion, and reality checks, alongside resources for individuals seeking support.
BGC CEO Grainne Hurst commented: “Safer Gambling Week 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.
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.
SGWeek continues to demonstrate its effectiveness in raising awareness and increasing use of regulated safer gambling tools. The latest figures highlight the initiative’s sustained success for UK gambling and its emphasis on high standards on player protection.
Looking ahead, BGC members will continue to promote safer gambling year-round — but the dedicated focus of Safer Gambling Week, combined with broad political and sector support, delivers unique impact.
Hurst concluded: Our members promote safer gambling 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.”
