Safer Gambling Week 2023 is an annual initiative that encourages all industry members to promote responsible betting. It is jointly run by the Betting and Gaming Council (BGC), the British Amusement Catering Trade Association (Bacta) and the Bingo Association. 

The seventh edition of Safer Gambling Week 2023 runs from 13-19 November and again covers both the land-based and online markets.

Organisers hope to build on last year when 200,000 accounts set deposit limits during the month of Safer Gambling Week. This was a 12.5% increase on the same month in 2021, with 61% of players setting deposit limits for the first time.

Last year also saw an increase in the number of players actively using reality checks, with this rising 300% year-on-year. In addition, organisers noted nearly 30 million impressions across social media, a rise of 21% from 2021.

“Safer Gambling Week is now a well-established annual event, promoting the vital safer gambling tools only available in the regulated betting and gaming sector and signposting help to those that need it,” BGC chief executive Michael Dugher said.

“Core to this is our commitment to empower customers with the knowledge and tools to bet safely all year round.”

Support grows for Safer Gambling Week

The event has drawn widespread support from across the industry, government and further afield. The gambling minister, Stuart Andrew, said the initiative helps to increase uptake and awareness of safer gambling tools

“This is a good reminder of the work already underway by government, industry and the regulator to prevent harm,” Andrew said. “We are taking action to prevent gambling addiction, improve safer gambling tools and strengthen messaging to stop people incurring potentially life-changing losses.

“We welcome the gambling industry using this week to increase uptake and awareness of this important issue.”

Gambling Commission chief executive Andrew Rhodes added: “Safety should be at the heart of all gambling at all times. But Safer Gambling Week affords the unique opportunity to draw even more attention to its importance.

“It also provides the opportunity for operators to share best practice and ensure people in Britain are provided with the safest gambling opportunities in the world.”

Betfred reveals new responsible gaming ads

Among the operators getting involved with this year is Betfred. The bookmaker and BGC member has partnered with creative and production agency Zút to launch a new safer gambling campaign.

Posing the question “How Do You Keep It Fun?”, the multi-platform campaign urges players to take a proactive approach to keeping their betting safe. The four-ad series promotes healthy habits such as setting personal limits and limiting gaming session time.

Betfred’s chief executive, Joanne Whittaker, said: “Safer gambling is at the very heart of our business and these new adverts are of huge importance to Betfred. Zút were the perfect partner to produce the adverts as they clearly understood what we wanted to achieve and shared a desire to make these adverts industry-leading.”