Safer Gambling Week sparks surge in use of safer gambling tools; 14% increase in number of deposit limits in 2024

According to the latest data, the number of punters using safer gambling tools surged for another year running, thanks to Safer Gambling Week 2024.

Analysis of last year’s successful campaign confirmed over 1.5 million unique accounts used a safer gambling tool during Safer Gambling Week, a massive 22% year-on-year increase.

Meanwhile, the number of deposit limits set during the campaign increased by 14% compared to the previous year’s Safer Gambling Week, with 47% of players setting deposit limits for the first time.

Safer Gambling Week 2024, which ran from November 18 to 24, also delivered 7.2 million safer gambling messages to punters across the week, a 10% rise on 2023.

New records were set on social media too, with the campaign generating over 60 million impressions across major platforms, including X, Facebook, LinkedIn, and Instagram, a 21% increase on Safer Gambling Week 2023.

Safer Gambling Week is an annual cross-sector initiative bringing together the UK and Irish regulated betting and gaming industry, including bookmakers, amusement arcades, bingo clubs, casinos, and online gaming operators, with charities and stakeholders to encourage safe and responsible play.

The initiative was backed by a large number of cross-party senior MPs and Peers, including Minister for Gambling Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Stuart Andrew, plus Shadow Sport and Gambling Minister Louie French, who gave vocal support to the ground-breaking campaign.

The event also once again enjoyed the full backing of the independent regulator, the Gambling Commission, and its Chief Executive, Andrew Rhodes.

Grainne Hurst

Grainne Hurst, BGC CEO, said: "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."

"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," she added. 

The aim of Safer Gambling Week is to kickstart a national conversation between staff, customers, and their friends and family about safer gambling, as well as highlight the range of tools that are available to help people stay in control of their betting.

Among the well-known football clubs to support Safer Gambling Week 2024 were Premier League sides Tottenham Hotspur, Aston Villa and Southampton, ensuring millions of fans were reached by Safer Gambling Week’s message.

The campaign also generated over half a million visits to the Safer Gambling Week website, which signposts help and advice for those who may be struggling, as well as offering advice on safer gambling tools like deposit limits and time-outs.

According to the announcement, each month, around 22.5 million adults in Britain enjoy a bet, whether it’s buying a lottery ticket, having a game of bingo, visiting a casino, playing online, or having a wager on football, horse racing, and other sports. Meanwhile, the most recent NHS Health Survey for England estimated that 0.4% of the adult population are problem gamblers.