UK Betting and Gaming Council launches safer gambling campaign

The Betting and Gaming Council (BGC), the industry association for betting and gaming representing betting shops, online betting and gaming businesses and casinos in the UK, has announced the launch of the 'Limits are Good' campaign, as part of the association’s safer gambling commitments.

As part of our safer gambling commitments, we are delighted to launch the 'Limits are Good' campaign which will help individuals at risk of over-indulging during the festive period.

— Betting and Gaming Council (@BetGameCouncil) 17 de diciembre de 2019

The multimedia safer gambling campaign which will support the group’s Safer Gambling Commitments launched in November 2019, is aimed at helping individuals at risk of over-indulging during the festive period.

The campaign will be tailored towards men between the ages of 18-34 who ‘might be at risk of overindulging during the festive period on products, including gambling.’

It will focus upon the promotion of online tools and initiatives which give punters the option to set limits. This will include the Limits are Good campaign which ‘seeks to activate research insights which indicate that all gamblers set conscious or unconscious limits to their play, with a direct correlation between enjoyable gambling and bets that are made within those boundaries.’

Commenting on the campaign, Brigid Simmonds OBE, Chairman of the Betting and Gaming Council, said: "We set limits on what we do every day and betting and gaming should be no different. Over the festive period with so many important sporting events, if people wish to have a bet it’s important not to lose track of how long you spend or the amount you have staked.

"Tools are available online and in betting shops and casinos to help you set your time and spend limits and we encourage everyone to use these. For those worried about their betting or gaming, there is the option to self-exclude from gambling entirely and support is available throughout the festive period from the National Gambling helpline 0808 8020 133."

The films are now live on YouTube and will be rolled out across a range of online operator channels and in retail locations over the next few weeks, SBC News reports.

Set yourself a deposit limit before you bet. #LimitsAreGood https://t.co/ho0JFuKv8U

— Betting and Gaming Council (@BetGameCouncil) 17 de diciembre de 2019

The campaign will be subject to a measurement framework, which will include the following metrics: Number of deposit limits set on average pre- and post-campaign; visit/visitors to deposit limit pages online and in-app; (Soft) media measurements e.g. cost per completed view of the films vs industry benchmark.

Gillian Wilmot added: “This campaign draws on real-life gambling behaviors to promote tools which help gamblers stay within self-determined limits. Our behavioral research identified that most gamblers maintain a range of informal strategies to maintain control of their gambling. By formalizing limit-setting tools, operators can do more to empower their customers to gamble safely.”

The results of the campaign measurement will be published after the first wave of evaluation in about six months’ time.