Major UK Operators Fund New Safer Gambling Adverts

The UK Betting and Gaming Council (BGC) has replaced its “When The Fun Stops, Stop” campaign with a new slogan, “Take Time To Think”.

It is hoped that the new campaign will encourage players to make use of the numerous safer gambling tools available to them. The campaign is the result of extensive customer research as well as discussions with academics, government stakeholders, and operators.

The BGC believes that the new slogan will be more effective at making players stop and consider the tools available to them, such as deposit limits, time-outs, and self-exclusion. The campaign is being delivered on multiple platforms, and it has been funded by several BGC members, including William Hill, Entain, bet365, Gamesys, Flutter, BetVictor, Betway, Kindred, Playtech, Betfred, PlayOJO, Betsson, and Microgaming.

As part of the campaign, television adverts will be aired showing players pausing in the middle of a game to consider using safer gambling tools. The new slogan will also be shown across the operators’ websites and retail locations.

Conor Grant Chief Executive Officer of Flutter UK and Ireland

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.

Conor GrantChief Executive Officer of Flutter UK and Ireland

Grainne Hurst, the director of corporate affairs at Entain, said that the company is pleased to support the new campaign describing it as an “important initiative”. Similarly, Mark Pearson, the director of corporate affairs at Betfred, said that it is important that the entire industry convey a consistent message and that everyone “works together to promote safer gambling.”

The chief executive of the BGC, Michael Dugher, said that they are “absolutely delighted” that its members have signed up for the new campaign. He added, “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.”