BGC debuts ‘Take Time to Think’ as industry’s key safer gambling message

Take Time to Think BGC

The Betting and Gaming Council has introduced a ‘Take Time to Think’ campaign, which is aimed at encouraging customers to use the range of safer gambling tools offered by its members.

The launch follows “extensive” customer research, as well as engagement with academics, Government stakeholders and operators on the most effective way of encouraging responsible betting, with the campaign to replace ‘When The Fun Stops, Stop’ as the regulated industry’s key safer gambling message.

“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,” commented Conor Grant, chief executive officer of Flutter UK and Ireland.

“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.”

Take Time to Think will be launched via a series of TV adverts showing customers pausing mid-play to consider using safer gambling tools, with operators to also adopt the messaging across online and retail businesses.

Grainne Hurst, director of corporate affairs at Entain, said: “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, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”

It is believed that the campaign “will be even more effective” than its predecessor in encouraging customers to pause and consider the safer gambling tools operators provide, such as setting deposit limits, taking time-outs and self-exclusion.

The BGC has worked with broadcasters and online platforms to deliver the multi-million pound campaign, which has been funded by BGC members William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming.

Michael Dugher, chief executive of the BGC, explained: “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 that 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.

“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”