The Betting and Gaming Council (BGC) of the UK has replaced their ‘When the Fun Stops, Stop’ campaign with a new multi-million-pound drive.
Following recommendations and discussions with the government, operators, and academics, the new slogan used will be ‘Take Time to Think’. This is designed to encourage responsible betting while also ensuring that those who need help are able to gain access to the safer gambling tools they might need.
The BGC did say that the ‘When the Fun Stops, Stop’ initiative has been successful, but the new campaign has been designed to be more effective. The aim is to help players moderate themselves through the use of time-outs, deposit limits, and self-exclusion. With many operators already offering these tools for players to use, the emphasis needs to be placed on making sure that players are aware of them.
Operators signing aboard
Many of the UK’s biggest operators and gaming providers, and members of the BGC, have helped to fund this program. These include William Hill, bet365, Entain, Gamesys, Playtech, Microgaming, PlayOjo, Betsson, Kindred, Flutter, BetVictor, and Betway. The BGC has also worked with broadcasters and other parties to create new content for the launch.
The new slogan will launch through television and radio adverts. BGC members have to ensure that at least 20% of their adverts contain a safer gambling message, in line with existing requirements. Affiliate programs will also need to update their content and banners to show the new slogan.
Michael Dugher, chief executive of the BGC, said: “Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.
“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”
