While drawing unprecedented public engagement, Safer Gambling Week 2025 delivered over 80 million social media impressions, highlighting growing industry and political support for responsible betting initiatives.

Safer Gambling Week 2025 generated more than 80 million social media impressions in the UK and Ireland, setting a new record for the annual awareness campaign. The figure marks a 40 percent increase on last year as operators, football clubs and politicians amplified messages promoting safer betting behaviour.

Running from 17 to 23 November, the ninth edition formed part of a broader European initiative aimed at encouraging bettors to stay in control. Impressions across X, Facebook, LinkedIn and Instagram included signposts to tools designed to help players manage their gambling.

The campaign was again organised by the BGC, BACTA and the Bingo Association, with support from the European Gaming and Betting Association. Operators introduced a range of initiatives: Merkur Casino UK shared key messages on informed, balanced play, while Flutter hosted a town hall where brand CEOs offered “best practices and insights on advancing responsible gambling goals”.

Chelsea Football Club broadcast a safer gambling message to its 25 million followers on X, while a record number of MPs and peers backed the project, including gambling minister Baroness Twycross MP and shadow gambling minister Louie French MP.

BGC chief executive Grainne Hurst said this year’s results underscored the industry’s commitment. 

“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,” she concluded. “As always, our commitment to safer gambling does not begin and end with this campaign.”

SGW makes an impression

Grainne 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……