The U.K. Betting and Gaming Council (BGC) has introduced a new responsible gambling campaign to deliver the central message, “Take Time to Think.”
It replaces the former “When the Fun Stops, Stop” campaign, and kicks off with a series of new TV ads. The council credited “extensive customer research” for the genesis of the campaign, along with consultations with operators, government officials and academics, according to SBC News.
“I am absolutely delighted that our members have signed up to this fantastic campaign,” said 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 safer gambling tools.”
Operator members including BetVictor, Betsson, bet365, Betfred, Entain, Flutter, PlayOjo and Microgaming provided funding for the campaign.
“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,” said Grainne Hurst, director of corporate affairs at Entain.
