Updating its safer gambling advertising campaign, the Betting and Gaming Council (BGC) has launched its new message, ‘Take Time to Think’.
Although officially retiring the ‘When the Fun Stops, Stop’ campaign – first launched in 2015 – the BGC has replaced the initiative for ‘helping to address problem gambling’.
The organisation believes its new messaging will be ‘even more effective by encouraging customers to pause and consider the safer gambling tools operators provide.
Initiating the campaign will be a series of TV advertisements depicting customers pausing mid-play before considering the use of safer gambling tools, the messaging of which will be adopted across operator’s online and retail channels.
“I am absolutely delighted that our members have signed up to this fantastic campaign,” remarked Michael Dugher, Chief Executive of the BGC. “Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling.
“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.”
The British betting industry standards body maintains that the creation of the campaign was informed by ‘extensive customer research.
Additionally, the authority also cooperated with operators, government officials and academics in the development of the slogan.
“It is essential that the industry present a consistent message and everyone works together to promote safer gambling,” added Mark Pearson, Director of Corporate Affairs at Betfred.
A number of BGC operator members including BetVictor, Betsson, bet365, Betfred, Entain, Flutter, Gamesys, Kindred, Playtech, PlayOjo and Microgaming provided funding for the campaign, whilst the standards body also cooperated with broadcasts and online platforms for its delivery.
Grainne Hurst, Director of Corporate Affairs at Entain, said: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”