The Betting and Gaming Council has announced the roll-out a new multimedia safer gambling campaign over the festive period, forming part of a package of Safer Gambling Commitments launched last month.

Targeting males aged between 18-34 who might be at risk of overindulging during the festive period on products including gambling, the campaign promotes the use of online tools which allow them to set their own limits.

The ‘Limits are Good’ campaign is striving to activate research insights which indicate that all gamblers set conscious or unconscious limits to their play, with a direct correlation between enjoyable gambling and bets that are made within those boundaries.

The series of 20 second digital films are now live on YouTube, and will be rolled out across a range of online operator channels and in retail locations over the next few weeks.

Brigid Simmonds OBE, chairman of the Betting and Gaming Council, said of the campaign: “We set limits on what we do every day and betting and gaming should be no different. Over the festive period with so many important sporting events, if people wish to have a bet it’s important not to lose track of how long you spend or the amount you have staked.

“Tools are available online and in betting shops and casinos to help you set your time and spend limits and we encourage everyone to use these. For those worried about their betting or gaming, there is the option to self-exclude from gambling entirely and support is available throughout the festive period from the National Gambling helpline 0808 8020 133.”

The campaign will look to promote a number of new limit-setting tools either launched or redesigned by operators in recent months. Take-up of these tools will be a key element in the campaign tracking, in addition to promoting the messaging on web platforms.

Gillian Wilmot, chairman of the Senet Group, added: “This campaign draws on real-life gambling behaviours to promote tools which help gamblers stay within self-determined limits.

“Our behavioural research identified that most gamblers maintain a range of informal strategies to maintain control of their gambling. By formalising limit-setting tools, operators can do more to empower their customers to gamble safely.”

The campaign will be subject to a measurement framework which includes the following metrics:
  • Number of deposit limits set on average pre and post campaign
  • Visit/visitors to deposit limit pages online and in-app
  • (Soft) media measurements e.g. cost per completed view of the films vs industry benchmark
Results will be published after the first wave of evaluation in approximately six months time.