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Safer Gambling Bet Regret Campaign

Find out more about the Safer Gambling Bet Regret Campaign

Broadcasters and gambling industry groups drew up proposals for a major responsible gambling advertising campaign to run for two years from 2019, with a budget of £5-7 million per year. The government welcomed this initiative, and GambleAware was invited to deliver the campaign.

Supporters of the Campaign can be found here and an in-depth narrative outlining the detail of the campaign can be found here. GambleAware produced a short summary of the campaign and its results and is available to read online here

Background to the campaign

In October 2017, when launching a consultation on a wider policy review, the government announced a new responsible gambling campaign to be funded by broadcasters and the gambling industry, but independently delivered by GambleAware.  The consultation document stated:

5.84. GambleAware, broadcasters and gambling industry groups have drawn up proposals for a major responsible gambling advertising campaign, to run for two years with a budget of £5-7 million in each year. This will include television adverts, including around live sport, as well as radio, cinema, print and online. The scale is equivalent to or larger than the scale of a major Government public awareness campaign. The aim will be to raise public awareness of risks associated with gambling, as well as signposting to further advice and support where necessary.

5.85. Proposals for the campaign involve new funding from online gambling operators, with airspace and digital media provided by broadcasters. The bodies which are members of the responsible gambling group, Senet, will continue to fund its existing messaging and responsible gambling advertising work but bring this in line with the wider campaign. We would encourage others who benefit from gambling advertising, including social media platforms and sports bodies, to look at how they can contribute to raising awareness of the potential risks.

5.86. GambleAware will lead the campaign, ensuring the content is independently approved and meets the campaign objectives. It intends to set up a Campaign Board and Delivery Unit, appointing an independent chair of the Board and approving all campaign content.

5.87. The Government welcomes the initiative by broadcasters and the gambling industry to fund and work with GambleAware to deliver a major responsible gambling advertising campaign.


The Campaign Board

GambleAware created a Safer Gambling Campaign Board to oversee the campaign. The Board comprised of the following members:

  • Professor Sian Griffiths, GambleAware Trustee, Deputy Chair, Public Health England (Interim) and Non-Executive Director, Public Health Wales
  • Sheila Mitchell, former Marketing Director, Public Health England
  • Teresa Owen, Executive Director of Public Health, The Betsi Cadwaladr University Health Board
  • Professor Marcantonio Spada, GambleAware Trustee and Professor of Addictive Behaviours and Mental Health at London South Bank University
  • Marc Etches, Chief Executive, GambleAware 
  • Department of Digital, Culture, Media and Sport representative

Professor Antony C. Moss, BSc (Hons), PhD, Professor of Addictive Behaviour Science and Director of Education & Student Experience at the School of Applied Sciences, London South Bank University acts as an academic adviser to the Board.

Attending in addition is a non-voting observer from the Advisory Board for Safer Gambling.  Bodies which originally proposed the campaign to government and which are funding it in cash and in kind are also present as observers - the Advertising Association, the Senet Group and commercial Broadcasters (represented by Sky).  The terms of reference for the Board make clear that only full members of the Board exercise voting rights.  Minutes of these meetings will be published here:

13 May 2021

21 January 2021

18 November 2020

7 September 2020

21 July 2020

5 May 2020

16 January 2020

7 November 2019

13 June 2019

19 March 2019

7 February 2019

15 November 2018

10 September 2018

18 June 2018

8 February 2018

Revised Creative Brief and Research

The creative brief and a supporting background briefing document provided to the agencies pitching were developed with input from both the Board and the Advisory Panel.  The brief was also informed by research undertaken by two members of GambleAware's International Research Review Group, Professor Alexander Blaszczynski PhD & Sally Gainsbury PhD: Responsible gambling public education campaign for Great Britain: A brief scoping review.

In addition, the brief included a paper on behavioural change by Richard Chataway of CSG.

In preparing the initial brief we were mindful of the breadth of gambling activities and audiences, and advice that we needed to focus to make any measurable behavioural impact. Thus our initial focus on younger, active sports bettors because of the high levels of marketing spend and growth in gambling (especially online) around sport – although, dependent on funding, scope may broaden over time.  There are 1.1 million problem and at-risk gamblers regularly betting on sport.

The GambleAware campaign team and M&C Saatchi consulted with a wide range of academics, stakeholders and other relevant experts from around the world to develop a consensus in response to that request. 

Focus groups were conducted with the target audience, and the report from these can be read here.

YouGov conducted a national survey of over 2,097 male gamblers aged 16-45, based closely on the DrinkAware Monitor survey. This enabled a segmentation exercise to analyse further the target audience and provide insights to guide the creative campaign, media and activation strategies. A summary of the research is available here and copies of the report will be made available upon request. 

As a result of this process, a revised Creative Brief has been agreed by the board and can be downloaded here.

The "Bet Regret" Campaign

Find out more about Year One and Year Two of the "Bet Regret" campaign below.

Bet Regret Year One

Bet Regret Year Two