Safer Gambling Week 2024 has again demonstrated its effectiveness in encouraging responsible gambling, with new evidence revealing a significant boost in the adoption of safer gambling tools across the UK and Ireland. The week-long event, held between November 18-24, witnessed record levels of engagement, and it’s evident the campaign is making waves.

In line with the figures, more than 1.5 million unique betting accounts employed a safer gambling tool throughout the campaign, an increase of 22% compared to last year. This is fantastic news as more customers are opting to utilize tools to moderate and manage their gambling.

Among the most promoted of the essential tools during the week is the deposit limit. Users can have a limit set for how much money they are able to deposit. In Safer Gambling Week 2024, the proportion that set the number of deposit limits rose by 14% in the year and almost half (47%) did so for the first time. This is indicating the campaign is engaging with new groups of people and encouraging people to act for themselves regarding money.

A central element of the campaign is mass messaging to promote awareness of safer gambling. During 2024, 7.2 million safer gambling messages were delivered to customers – a 10% rise on 2023. The messages were touchpoints, tips, advice and pointers for customers who needed help or more information.

Social media formed a large component of the voice of the campaign. X (then Twitter), Facebook, LinkedIn and Instagram totalled more than 60 million impressions, an increase of 21% year-on-year. Social media helped start the conversation and a national dialogue on safer gambling, engaging players, families and industry leaders.

Safer Gambling Week is a joint initiative by a broad spectrum of licensed UK and Ireland betting and gaming operators. Bookmakers, internet gaming operators, bingo clubs, amusement parks and casinos are pooling together resources with charities and campaigning groups to encourage safe gambling and responsible betting.

High profile politicians supported the campaign again this year. Backers included Baroness Twycross, Minister for Gambling, Stuart Andrew, Shadow Secretary of State for Culture, Media and Sport, and Louie French, Shadow Sport and Gambling Minister. Their public endorsements helped to reinforce the campaign at both government and public level. The campaign also had the full support of the Gambling Commission with its Chief Executive, Andrew Rhodes, saying the campaign was a key step towards raising industry standards.

Grainne Hurst, BGC Chief Executive said:

“Safer Gambling Week is making a measurable impact, more people than ever are using the safety tools available in the regulated market. These stats show the industry is committed to responsible gambling and that gambling should be fun and safe.”

As well as tools and digital outreach the initiative also had real world support. Premier League football clubs like Tottenham Hotspur, Aston Villa and Southampton helped spread the message to millions of fans and increased the campaigns visibility.

The campaign website saw a huge increase in traffic with over 500,000 visits. The site is a central hub for guidance offering access to resources, tips and support services, including information on tools like time-outs, self-exclusion and setting personal limits.

Gambling is a popular pastime in the UK with 22.5 million adults participating each month, from lottery tickets and online games to sports betting and bingo. Despite this high participation rate, NHS data shows that only 0.4% of adults are problem gamblers, so initiatives like Safer Gambling Week are crucial in keeping those numbers low through prevention and awareness.