Biggest safe gambling campaign launches

21 Feb 2019

By: Sport Industry Group

GambleAware, the independent charity tasked with reducing gambling harms in Great Britain, has launched its largest-ever campaign in line with the recommendations of the Government’s Gambling Review.

‘Bet Regret’ is a safer gambling campaign designed to raise awareness of impulsive betting, particularly among the estimated 2.4m young men aged 16-34 who gamble regularly on sport, mainly online.

It comes amid ongoing concern over the prevalence of betting-related sponsorship within UK sport and follows the introduction of a voluntary ban on betting-related TV advertising around live football matches.

A new survey conducted by Ipsos MORI on behalf of GambleAware found that 63% of young male sports bettors believe there are too many opportunities to bet nowadays, with 67% agreeing that it is easy to get drawn in to make impulsive bets.

The ‘Bet Regret’ campaign was developed after extensive research, consultations with academic experts and several waves of focus groups, with a concept based on the sudden feelings of remorse often experienced by impulse bettors.

Three TV adverts sit at the heart of the campaign, with the first, featuring BT Sport’s Matt Smith and former international footballers Dean Saunders and Danny Gabbidon, set to air during Manchester United’s home Premier League game against Liverpool this month.

Commenting on the initiative, Minister for Sport and Civil Society Mims Davies said: "This groundbreaking joint campaign will make people think hard about their betting habits, assist to remove the stigma around gambling addiction and give people more courage to say they need help. It is crucial that we both focus on prevention as well as cure and this campaign will help to educate people to recognise risky play. I am determined to deliver more collaborative work to help to change behaviours to reduce the threat of problem gambling." 

Professor Sian Griffiths, GambleAware Trustee and Deputy Chair, Public Health England (interim) added: “The Bet Regret campaign is about raising awareness of behaviours that people might not always recognise as impulsive or risky, such as sports betting when drunk, bored or chasing losses. We want people to identify with the campaign, realise they too have those kick-yourself moments when betting and reflect on their behaviours, thus preventing future ill-considered bets which are so often the pathway towards harm.” 

The campaign is being funded through specific, additional donations to the GambleAware charity, in line with a commitment given to the government by the broadcasting, advertising and gambling industries. 

Around 2 million UK adults suffer some level of harm related to gambling, including 340,000 that are considered to be problem gamblers.