Betting and Gaming Council has reported record engagement with safer gambling tools and messaging during Safer Gambling Week 2025, with new campaign data showing increased use of player protection measures across the regulated betting and iGaming sector.
According to figures released by the BGC, 281,000 deposit limits were set during the campaign period by 153,960 individual account holders, representing a 41% year-on-year increase. The campaign also marked the fourth consecutive year in which the number of unique account holders using at least one safer gambling tool increased.
Safer gambling messaging distributed during the initiative rose to 10.95 million communications, a 75% increase compared to the previous year. Messages were delivered across multiple channels including direct emails, pop-up notifications and in-platform messaging used by betting and iGaming operators.
Safer Gambling Week 2025 took place between 17 and 23 November and involved participation from licensed bookmakers, casinos, bingo operators, amusement arcades and online iGaming businesses across the UK and Ireland. The initiative is designed to promote responsible gambling practices and increase awareness of player protection tools available within regulated markets.
The BGC stated that operator investment in safer gambling advertising increased 68% year-on-year during the campaign, while online advertising impressions rose 27% to 182 million. The initiative also received support from a number of MPs and members of the House of Lords, including Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston MP and Shadow Gambling Minister Louie French MP.
Industry data cited by the BGC stated that approximately 22.5 million adults in Britain participate in some form of gambling activity each month, including sports betting, lottery products, bingo, casino gaming and online iGaming. The organisation also referenced the latest NHS Health Survey for England, which estimated that 0.7% of the adult population are classified as problem gamblers.
The annual campaign forms part of ongoing efforts by operators, regulators and trade bodies to increase awareness and usage of responsible gambling controls across the betting and iGaming industry.
Grainne Hurst, Chief Executive of the Betting and Gaming Council, said: “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.
“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.
“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.”
