Safer Gambling Week delivers record use of deposit limits during 2025 campaign

Safer Gambling Week 2025 produced 281,000 deposit limits from 153,960 account holders across the UK and Ireland, according to data from the Betting and Gaming Council.

The figure represented a 41% increase from the previous year during the annual safer gambling campaign, which ran from November 17 to 23.

Data released following the campaign also showed a fourth consecutive annual rise in the number of unique account holders using at least one safer gambling tool during the initiative.

The campaign involved betting operators, casinos, bingo clubs, amusement arcades, and online gaming companies operating within the regulated sectors in the UK and Ireland.

Messaging activity reaches nearly 11 million

Operators participating in the campaign sent 10.95 million safer gambling messages to customers during the week, a 75% increase compared with 2024.

The messages were delivered through channels including pop-ups, direct messages, and personal emails.

Industry spending connected to the campaign rose 68% year-on-year, while online impressions from safer gambling advertisements increased 27% to 182 million.

Safer Gambling Week is organized by the Betting and Gaming Council alongside the Bingo Association and Bacta.

Regulated market points to consumer safeguards

“Safer Gambling Week has once again demonstrated the positive impact this campaign can have in encouraging even more customers to make use of the wide range of safer gambling tools available only in the regulated sector,” said Grainne Hurst, Chief Executive of the Betting and Gaming Council. “These record-breaking figures underline the industry’s ongoing commitment to raising standards and ensuring the millions of people who enjoy a regular flutter do so in a safe and responsible environment.”

“At a time when the illegal, harmful black market poses a growing threat to player safety, it is vital customers remain in the regulated market, where robust safer gambling measures and protections are available,” said Hurst.

“Our members promote safer gambling every single day of the year, but bringing the whole regulated sector together for one dedicated week – with support from MPs, peers, the regulator and other stakeholders – helps amplify those messages further than ever before,” Hurst added.

According to industry figures, around 22.5 million adults in Britain take part in gambling activities each month, including lotteries, sports betting, bingo, casinos, and online gaming.

The latest NHS Health Survey for England estimated that 0.7% of the adult population in England are problem gamblers.

Political figures support annual initiative

The 2025 edition received backing from several UK political figures, including Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston, and Shadow Gambling Minister Louie French.

Safer Gambling Week remains a voluntary campaign for operators, though the safer gambling tools promoted during the initiative form part of licensing requirements for regulated businesses.

Safer Gambling Week is scheduled to return in November 2026.