Key Moments:
- European Safer Gambling Week 2025 registered over 80 million social media impressions in the UK, a 40% increase compared to the previous year
- The campaign, held from 17 to 23 November, received significant political and industry support, including from Chelsea FC and key government figures
- Industry data from 2024 indicated that more than 1.5 million unique accounts utilized a safer gambling tool, and deposit limits rose by 14 percent
Unprecedented Social Media Reach in the UK
The European Safer Gambling Week 2025 has achieved its highest impact in the UK since its inception nine years ago. According to recently disclosed figures from the Betting and Gaming Council (BGC), the campaign reached over 80 million social media impressions across platforms such as X (formerly Twitter), Facebook, LinkedIn, and Instagram. This milestone represents a 40% increase over the previous year, occurring amid rising attention to safer gambling initiatives throughout Europe.
Extensive Support from Politicians and Sports Organizations
Running from 17 to 23 November, the initiative received notable backing from UK politicians. Gambling Minister Baroness Twycross, Shadow DCMS Secretary Nigel Huddleston MP, and Shadow Gambling Minister Louie French MP were among the public supporters. Chelsea FC also participated, conveying safer-gambling messages to its 25 million followers on X.
BGC Chief Executive Grainne Hurst emphasized the significance of these achievements, stating that the results “underline our industry’s commitment to raising awareness of the safer gambling tools available to customers,” and commended the collective efforts of operators, charities, and supporters nationwide. Hurst noted, “The growth in engagement shows our message is reaching more people than ever. In previous years, increases in online activity have translated into greater uptake of tools such as time-outs and deposit limits, and we expect to see the same trend again.”
European Expansion and Measurable Outcomes
The campaign’s UK success is part of a broader European movement. Initially launched by the European Gaming and Betting Association (EGBA) in 2021, European Safer Gambling Week by 2024 had expanded to 26 countries and included eight national gambling authorities, reaching over 3.1 million people online.
Hurst described the value of cross-border partnership: “European Safer Gambling Week is an important moment for our industry to unite, not just in the UK but across Europe, with charities, regulators and parliamentarians to promote safer play.” She continued, “For our members, safer gambling is not a slogan. It is a year-round commitment. Millions of people enjoy betting responsibly. For those who need help, support is always available.”
Insights from the 2024 campaign revealed that over 1.5 million unique accounts made use of safer gambling tools. There was a 14 percent increase in deposit limits, with nearly half set for the first time. Hurst commented to SiGMA News that this progress is “measurable rather than rhetorical,” emphasizing that the regulated industry is now evaluated by tangible impact rather than intentions.
Shifting Industry Culture and Strengthening Partnerships
Hurst highlighted significant internal changes within gambling firms: “A responsible culture starts from the top,” she said, referencing the introduction of scenario-based training for frontline staff and the integration of safeguards during product development. Collaborations with charities and support networks have also intensified as BGC members have contributed over £170 million to research, prevention, and treatment services over the past four years, in advance of a statutory levy. Hurst stated, “Trust is earned through action and openness. Our role is to bring partners together and ensure progress is joined up.”
Continuous Commitment to Safer Gambling
Closing the campaign, the BGC reaffirmed its dedication to ongoing customer protection. “Safer Gambling Week shines a spotlight on the work we carry out year-round, ensuring that the regulated industry continues to prioritise customer protection every single week of the year.”
With approximately 22.5 million people in Britain placing bets each month, the challenge lies in maintaining safe and responsible gambling practices for the vast majority, and ensuring protective tools keep pace with industry evolution.
| Year | Number of Countries Involved | Online Reach | Unique Accounts Using Safer Gambling Tools | Deposit Limits Increase |
|---|---|---|---|---|
| 2024 | 26 | 3.1 million+ | 1.5 million+ | 14% |
| 2025 (UK only, social media) | — | 80 million impressions | — | — |
- Author
Daniel Williams
