Record engagement recorded during Safer Gambling Week 2025

The Betting and Gaming Council (BGC) reported record engagement with safer gambling tools during Safer Gambling Week 2025. New data showing strong growth in player participation and operator-led messaging across the regulated sector.

Figures published by the industry body, showed 281,000 deposit limits were activated during the campaign period. These came from 153,960 account holders. The total meant a 41% increase compared with the year before.

The BGC also said the number of unique users engaging with at least one responsible gambling tool continued to rise year-on-year, reflecting what it described as growing awareness of player protection measures within regulated gambling markets.

Operator messaging and campaign reach increase

Safer Gambling Week 2025 ran from 17 to 23 November. It included participation from:

• Licensed betting operators.
• Casinos.
• Bingo companies.
• Arcade businesses.
• Online gambling brands.

During the campaign, operators delivered 10.95 million safer gambling messages. They were delivered through emails, pop-up notifications and in-platform alerts. According to the BGC, this was a 75% increase compared with the previous year’s campaign.

The organisation also reported a 68% rise in advertising and promotional investment linked to safer gambling initiatives. Online impressions connected to the campaign reached 182 million during the week.

The BGC said the campaign received support from political stakeholders and regulators. It continues to focus on promoting responsible play and increasing awareness of available safeguards.

Industry points to uptake of responsible gambling tools

The BGC said the latest figures were evidence that more players are engaging with responsible gambling features. This is only within the regulated sector, however. There are issues with the black market and offshore operators that don’t have as good protections.

The campaign results come at a time when wider industry discussions around player protection, affordability measures and concerns linked to unlicensed gambling operators targeting UK consumers are happening everywhere.

According to the BGC, around 22.5 million adults in Britain gamble each month. The NHS data continues to show that problem gambling affects a relatively small proportion of the population.

Grainne Hurst said the figures demonstrated “the positive impact of bringing the whole regulated sector together for a focused campaign”.

Hurst added that the campaign reflected increased adoption of player protection tools across licensed gambling operators.