Safer Gambling Week 2025 generated more than 80 million impressions across social media in the UK and Ireland, a record for the annual initiative following support from operators, professional football clubs and politicians.
The ninth edition of the campaign ran from 17 to 23 November. It formed part of a wider initiative that ran across Europe, focused on promoting safe gambling behaviour among players.
Social media impressions in the UK and Ireland across X, Facebook, LinkedIn and Instagram were 40% higher than in the previous year. This included messaging directing people to the tools available to help help people stay in control of their betting.
The Betting and Gaming Council (BGC), BACTA and Bingo Association again organised the campaign in the UK and Ireland. This was with support from the European Gaming and Betting Association (EGBA), which manages the wider initiative.
This year, the project saw operators roll out a range of initiatives. Merkur Casino UK shared key messages to encourage informed, balanced play, while Flutter ran several activities, such as hosting a town hall where brand CEOs shared best practices and insights on advancing responsible gambling goals.
From outside the industry, English Premier League football club Chelsea sent a safer gambling message out to its 25 million followers on X. In addition, a record number of senior cross-party MPs and peers backed the campaign. Among these was gambling minister Baroness Twycross MP and shadow gambling minister Louie French MP.
More uptake of safer gambling tools expected
BGC Chief Executive Grainne Hurst said this year’s record campaign underlined the industry’s commitment to raising awareness of safer gambling tools available. She added that, in line with previous years, uptake of these tools will likely increase following the campaign.
“The growth in engagement shows our message is reaching more people than ever,” Hurst said. “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.
“Thanks to the efforts of operators, organisations and supporters across the country, millions more people are now better informed about how to stay in control and enjoy betting safely. That is something our entire industry can take real pride in.”
Hurst added that both the BGC and its partners would continue to promote safer gambling outside the campaign. She urged operators, other industry stakeholders and supporters from outside gambling to follow.
“As always, our commitment to safer gambling does not begin and end with this campaign,” she said. “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.”
Social media impressions during Safer Gambling Week 2025 were 40% higher than last year.