Safer Gambling Week – What did we learn? And what next?

An annual event to promote responsible gambling, Safer Gambling Week increases awareness of support available for those who might be struggling. Across a week each November a range of activities and campaigns are rolled out – designed to educate and support the public around safer gambling.

Who is behind Safer Gambling Week?

Safer Gambling Week is supported by various industry stakeholders, including the Betting and Gaming Council (BGC), the Bingo Association, and the British Amusement Catering Trade Association (BACTA). 

Additionally, the organisations collaborate to push the initiative with backing from gambling operators, various charities and regulatory bodies.

Findings from Safer Gambling Week

Research, post-Safer Gambling Week, broadly indicates a positive change in public attitude towards responsible gambling. It has not only increased awareness of the wider issues, but driven take-up of resources and assistance that promote responsible gambling. 

Increased engagement clearly signifies a step in the right direction for the promotion of safer gambling. And, ongoing, it remains crucial to maintain momentum for continued awareness around responsible gambling practices.

Gambling Commission and BGC reports

The Gambling Commission (UKGC) and BGC have both closely monitored the impact of the Safer Gambling Week initiative. 

A spokesperson for the UKGC said: 

“Safer Gambling Week plays a crucial role in our ongoing commitment to minimise gambling-related harm.” This highlights the importance of continued efforts to help protect a range of vulnerable people.

The BGC hailed the success of Safer Gambling Week, with CEO Michael Dugher declaring: 

"This week is crucial in reminding the industry to continue to promote safer gambling.”

Implications for changing behaviours

The findings indicate that Safer Gambling Week is vital in influencing positive change in gambling behaviours. It suggests that these kind of initiatives have the potential to drive real change by encouraging individuals to take proactive measures to manage their gambling. 

Managing gambling behaviours includes utilising self-exclusion tools, setting deposit limits, and being open to seeking help when faced with gambling-related challenges. 

The implications of these findings are significant, as they demonstrate the potential for initiatives like Safer Gambling Week to contribute to a safer and more responsible gambling environment.

Safer Gambling Week – positives and negatives

As we reflect, more generally, on Safer Gambling Week, it’s important to consider and evaluate both the positives and negatives it engenders. 

This examination provides insight into the campaign's successes and highlights areas that require further attention and improvement. By acknowledging both accomplishments and challenges, we can work towards creating a safer and more responsible gambling environment for all.

Positives

• Increased awareness: More individuals are now aware of responsible gambling practices and the support resources available to them.
• Industry commitment: Strong backing from the gambling industry, demonstrating a collective effort to address gambling-related harm.
• Positive engagement: High and widespread levels of public engagement with safer gambling messages.

Negatives

• Limited reach: Despite successes, there are still segments of the population that remain unaware or unaffected by these campaigns.
• Short-term impact: The impact of the awareness raised during the week will likely diminish over time without ongoing messaging efforts.

Recommendations for future actions

As we reflect on the impact of the last Safer Gambling Week, we need to consider the next steps in promoting safer gambling practices and supporting those affected by gambling-related issues. 

To build on the positives of Safer Gambling Week – essentially ‘spreading the word’ further afield and building long-term, sustainable engagement – it’s worth considering recommendations for future initiatives.

Recommendations include continuous campaigns, targeted outreach, and enhanced support services to create a sustainable and effective approach to promoting safer gambling practices, year-round.

To build on the successes of Safer Gambling Week, we recommend the following steps:

• Continuous campaigns: Maintain and expand safer gambling campaigns throughout the year to ensure sustained awareness and engagement.
• Targeted outreach: Focus on reaching underrepresented and vulnerable groups who may need to be more engaged with current initiatives.
• Enhanced support services: Increase funding and resources for support services to handle the potential rise in people seeking help.

Focus for Safer Gambling Week 2024

As we start to consider Safer Gambling Week in November 2024, it's important to establish a clear focus that brings attention to the key areas integral to promoting responsible gambling practices. By outlining specific objectives, we can maximise impact and audience engagement.

This approach will involve utilising digital platforms, sharing personal stories, and strengthening partnerships with relevant organisations. For Safer Gambling Week in November 2024, the focus should be on:

• Digital engagement: Utilise social media and digital platforms to reach a wider audience, especially younger gamblers.
• Personal stories: Share real-life stories of individuals who have benefitted from safer gambling practices to humanise the message.
• Collaborative efforts: Strengthen partnerships with health organisations, educational institutions, and community groups to broaden the campaign's impact.

Positive steps have been made in recent years as a result of Safer Gambling Week and other initiatives. But encouraging responsible gambling and improving the lives of people affected by gambling is an ongoing effort.

By continuing to evolve and enhance Safer Gambling Week, stakeholders can make significant strides in promoting responsible gambling and limiting gambling-related harm.