Unprecedented Reach and Participation
Safer Gambling Week 2024, the annual cross-industry initiative aimed at raising awareness of safer gambling practices, has reported record levels of engagement, according to newly released figures from organizers. Held from 13 to 19 November 2024, the campaign united operators, charities, and regulators across the UK and Ireland, delivering its most impactful edition since its inception in 2017.
This year’s campaign recorded over 38 million social media impressions, a 22% increase compared to 2023, and saw participation from more than 1,000 land-based and online gambling venues. Key messaging — such as promoting tools for setting deposit limits, encouraging time management strategies, and signposting support services — reached wider audiences through coordinated efforts across websites, social platforms, betting shops, casinos, and racecourses.
Industry-Wide Collaboration Drives Success
Organized jointly by the Betting and Gaming Council (BGC), Bingo Association, and the British Amusement Catering Trade Association (BACTA), Safer Gambling Week 2024 featured thousands of safer gambling interactions, including workshops, promotional events, and customer support initiatives.
Participating operators reported a notable uptick in customers using deposit limit tools, setting reality checks, and accessing self-assessment resources during the campaign week.
BGC CEO Michael Dugher hailed the campaign’s record-breaking success: “These figures demonstrate the industry’s collective commitment to promoting safer gambling and protecting customers. Safer Gambling Week continues to make a tangible difference, helping more people understand the tools available to stay in control.”
Stakeholders Emphasize Long-Term Impact
Charities and treatment providers, including GambleAware and GamCare, also reported increased enquiries and website traffic, reflecting heightened public interest in problem gambling resources. The UK Gambling Commission, which supported the campaign, noted that Safer Gambling Week reinforces broader regulatory goals around player protection and responsible play.
Looking ahead, organizers aim to build on 2024’s momentum, with plans to expand education programs, enhance digital outreach, and further integrate safer gambling messaging year-round — beyond the dedicated campaign week.
The success of Safer Gambling Week 2024 underscores a growing cultural shift towards greater awareness and shared responsibility in fostering safer gambling environments.
