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Safer Gambling Week 2025 delivered a sharp rise in customer use of deposit limits across the UK and Ireland, according to new figures from the Betting and Gaming Council.
Good to Know
The campaign ran from November 17 to 23 and brought together betting operators, casinos, bingo clubs, amusement arcades and online gaming companies from the regulated gambling sector.
BGC data showed that 153,960 account holders used deposit limits during the week. The wider use of safer gambling tools also rose for the fourth year in a row, based on the number of unique account holders using at least one tool.
Safer Gambling Week also produced a large rise in direct customer messaging. Operators sent 10.95 million safer gambling messages through pop-ups, direct messages and emails, up 75% from the prior year.
Spending tied to the campaign rose 68%, while safer gambling ads generated 182 million online impressions, up 27%.
Grainne Hurst, Chief Executive of the Betting and Gaming Council, said:
“Safer Gambling Week has once again demonstrated the positive impact this campaign can have in encouraging even more customers to make use of the wide range of safer gambling tools available only in the regulated sector.
“These record-breaking figures underline the industry’s ongoing commitment to raising standards and ensuring the millions of people who enjoy a regular flutter do so in a safe and responsible environment.”
The Betting and Gaming Council runs the campaign with the Bingo Association and Bacta. Support in 2025 also came from Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston, and Shadow Gambling Minister Louie French.
Hurst also linked the campaign to black market risk. She said:
“At a time when the illegal, harmful black market poses a growing threat to player safety, it is vital customers remain in the regulated market, where robust safer gambling measures and protections are available.
“Our members promote safer gambling every single day of the year, but bringing the whole regulated sector together for one dedicated week – with support from MPs, peers, the regulator and other stakeholders – helps amplify those messages further than ever before.”
Around 22.5 million adults in Britain gamble each month across lotteries, sports betting, bingo, casinos and online gaming, according to industry figures. The latest NHS Health Survey for England estimated that 0.7% of adults in England are problem gamblers.
Safer Gambling Week remains voluntary for operators, although many tools promoted during the campaign form part of licensing duties for regulated companies. The campaign returns in November 2026.