Safer Gambling Week 2025 Sends 10.95 Million Responsible Gaming Messages

Safer Gambling Week 2025 had more players using protection tools than ever, showing rising interest in safer gambling in the UK and Ireland. Between 17–23 November, 153,960 account holders set 281,000 deposit limits, and operators sent 10.95 million responsible gambling messages.

For the fourth consecutive year, more users took advantage of at least one safer gambling tool, with a moderate increase in all licensed operators. There was a 68% increase in responsible gambling advertising investments compared to 2024, demonstrating that promotion pays off.

The campaign involved bookmakers, casinos, bingo halls, amusement arcades, and online iGaming operators, using pop-ups, emails, and direct messages to reach customers. Support from MPs and members of the House of Lords, including Baroness Twycross, Nigel Huddleston MP, and Louie French MP, confirmed the sector’s credibility and the importance of operators promoting safer gambling.

Grainne Hurst, Chief Executive of the BGC, noted that the results confirm the regulated sector’s ability to drive adoption of protection tools. Operators should take note: high engagement metrics indicate that customers respond to clear, consistent messaging, while the illegal market remains a threat to player safety and regulatory compliance.

Each month, about 22.5 million adults in the UK take part in gambling, and 0.7% are classified as problem gamblers in the latest NHS Health Survey. For operators, this is both an opportunity and a responsibility: promoting safer gambling protects players, builds trust in the regulated market, and encourages customers to use available tools wisely. Ignoring these measures can hurt a company’s reputation and drive users to unlicensed providers.

💡 TGJ Take

The record use of safer gambling tools shows that clear, sector-wide campaigns work. Operators that actively promote protection tools strengthen trust and keep players in the regulated market. Affiliates can use this to highlight safer options and stay competitive. Smaller operators who ignore safe gambling risk losing customers and damaging their reputation. The numbers make it clear: promoting safer play is now a practical business need, not just a regulatory requirement.