BGC launches its new “Take Time to Think” safer gambling campaign

The UK gambling industry’s standards body, the Betting and Gaming Council (BGC) has launched its new “Take Time to Think” campaign to promote safer gambling.

This comes after GamCare launched the Big Deal campaign to advise university students on the risks associated with gambling earlier this month.

The BGC’s campaign

The BGC’s “Take Time to Think” campaign aims to encourage customers to use the safer gambling tools offered by its members.

The campaign will replace the body’s “When the Fun Stops, Stop” campaign as the gambling industry’s key safer gambling message. The new campaign will be launched with a series of TV adverts showing customers pausing mid-play before deciding whether or not to use safer gambling tools.

Furthermore, operators will adopt the new “Take Time to Think” message across their land-based and online businesses.

In a statement, the BGC explained the new campaign “follows extensive customer research, as well as engagement with academics, Government stakeholders and operators on the most effective way of encouraging responsible betting.”

The BGC also said that while the previous campaign was “successful in helping to address problem gambling,” the new campaign is expected to be even more successful in encouraging consumers to consider using responsible gambling tools to help them stay in control.

The BGC has worked with broadcasters and online platforms to help deliver the new multi-million pound campaign. 

According to the announcement, the new initiative was funded by BGC members William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming.

Michael Dugher, chief executive of the BGC, said: “I am absolutely delighted that our members have signed up to this fantastic campaign.

“Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling.

“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. That will enable them to stay in control of their betting.

“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”

Comments from BGC members

Conor Grant, chief executive officer of Flutter UK and Ireland, said: “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.”

Grainne Hurst, director of corporate affairs at Entain, explained: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”

Mark Pearson, director of corporate affairs at Betfred, said: “It is essential that the industry present a consistent message and everyone works together to promote safer gambling.”