UK operators agree to rebrand Responsible Gambling Week
Industry-led initiative relaunches as Safer Gambling Week to reflect “evolution” of campaign
Responsible Gambling Week will rebrand in 2020 to reflect the diversity of its supporters and the evolution of the campaign, the Betting and Gaming Council (BGC) has confirmed.
From this year, the cross-industry awareness event will be known as Safer Gambling Week but will retain the prior strapline Let’s Talk About Safer Gambling, which the BGC cited as being “well received” by supporters.
“In coming together with one voice, the campaign, through an ever increasing number and range of supporters, is able extend to its reach, year-on-year, and build on and add to the work that takes place throughout the year on safer gambling, education, awareness and support,” the BGC said.
This year’s Safer Gambling Week will take place from 19-25 November, the fourth iteration of the event since it began in 2017.
The tri-partite agreement comes as part of a coordinated effort by the BGC, the Bingo Association (BA) and the British Amusement Catering Trade Association (BACTA).
Safer Gambling Week 2020 will use six key messages, including advice on setting up deposit and time limits and knowing when to stop gambling.
The event will use the social media tag @SGWeek20 on Facebook and #SGWeek20 on Twitter and Instagram.
As part of the initiative, UK operators will be encouraged to showcase safer gambling messaging in both UK retail premises and online via online gambling and sports betting sites.
BGC CEO Michael Dugher welcomed the rebrand, adding the UK-centric campaign had achieved a significant increase in engagement levels throughout society.
“We achieved over 25 million impressions on social media in 2019, setting a new benchmark for the campaign, which demonstrates its breadth and reach,” said Dugher.
“As businesses emerge from lockdown, I’m looking forward to this year’s Safer Gambling Week being a tremendous success,” Dugher added.