Record Engagement Recorded During Safer Gambling Week 2025, BGC Says
During the campaign period, 281,000 deposit limits were activated by 153,960 account holders, reflecting a 41% increase compared with the previous year. The BGC also reported continued annual growth in the number of unique users interacting with at least one responsible gambling tool.
The Betting and Gaming Council (BGC) has highlighted what it describes as the strongest-ever participation in safer gambling tools during Safer Gambling Week 2025, with new figures showing significant increases in both player engagement and operator messaging.
During the campaign period, 281,000 deposit limits were activated by 153,960 account holders, reflecting a 41% increase compared with the previous year. The BGC also reported continued annual growth in the number of unique users interacting with at least one responsible gambling tool.
Operator-led communications reached 10.95 million safer gambling messages over the course of the week, up 75% year-on-year. These were delivered through a combination of email campaigns, in-platform alerts and pop-up notifications across regulated betting and iGaming products.
The initiative ran from 17–23 November 2025 and involved participation from licensed betting operators, casinos, bingo companies, arcade venues and online gambling brands across the UK and Ireland, all focused on promoting responsible play and awareness of available safeguards.
Campaign Sees Strong Rise In Digital Reach And Industry Spend
The BGC said advertising and promotional investment linked to safer gambling increased by 68% compared with 2024, while online impressions rose 27% to 182 million over the week-long period. The campaign also received backing from senior political figures and regulatory stakeholders.
Industry-wide participation is set against an estimated 22.5 million adults in Britain engaging in gambling each month, with NHS data continuing to indicate that a small proportion of the population experiences problem gambling behaviour.
The BGC positioned the results as evidence of growing uptake of safer gambling tools within regulated markets, alongside ongoing concerns about unlicensed operators.
Grainne Hurst, Chief Executive of the BGC, said the results demonstrate “the positive impact of bringing the whole regulated sector together for a focused campaign” and pointed to increased adoption of player protection tools across the industry.
