BGC drop 'When The Fun Stops, Stop' for new safer gambling campaign
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Gambling operators are set to start a new safer gambling campaign to replace the controversial 'When The Fun Stops Stop' messaging launched six years ago.
The Betting and Gaming Council (BGC) said the 'Take Time To Think' campaign would commence with a series of TV adverts showing customers pausing mid-play before considering whether to use safer gambling tools such as deposit limits, time-outs and self-exclusion.
The BGC said it had worked with broadcasters and online platforms to deliver the multi-million pound campaign, which has been funded by a number of BGC members, following what it described as "extensive customer research", as well as engagement with academics, British government stakeholders and operators.
Operators will also adopt the messaging across their online and retail businesses.
Flutter UK and Ireland chief executive Conor Grant said: "Our brands have been at the forefront of innovative campaigns to raise awareness and promote customer usage of safer gambling tools for a number of years.
"Together with the wider industry, we are pleased to support the BGC's 'Take Time To Think' campaign, which aims to positively impact awareness and usage of the range of safer gambling tools available to customers."
Another to welcome the campaign was Mark Pearson, director of corporate affairs at Betfred, who said: "It is essential that the industry presents a consistent message and everyone works together to promote safer gambling."
The BGC claimed the 'When The Fun Stops, Stop' campaign had been successful in helping to address problem gambling, although critics had long argued it was ineffective.
In 2019, research by academics at the University of Warwick had claimed it had not shown any significant effect on gambling behaviour, while the then Gambling Commission chief executive Neil McArthur also questioned its effectiveness.
BGC chief executive Michael Dugher said of the new initiative: "I am absolutely delighted that our members have signed up to this fantastic campaign.
"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 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."
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