According to the Betting and Gaming Council, Safer Gambling Week 2025 resulted in 281,000 deposit limits set by 153,960 account holders across the UK and Ireland. This marks a significant 41% rise compared to the previous year during the annual campaign, which took place from November 17 to 23.
Post-campaign data revealed a fourth consecutive year of growth in the number of unique account holders utilizing at least one safer gambling tool throughout the initiative. The campaign engaged various stakeholders, including betting operators, casinos, bingo clubs, amusement arcades, and online gaming companies within the regulated sectors of the UK and Ireland.
During the week, participating operators sent out 10.95 million safer gambling messages to their customers, reflecting a 75% increase from 2024. These messages were disseminated through various channels such as pop-ups, direct messages, and personalized emails.
Moreover, industry spending related to the campaign surged by 68% year-on-year, while online impressions from safer gambling advertisements climbed by 27%, reaching a total of 182 million.
Safer Gambling Week is organized by the Betting and Gaming Council in collaboration with the Bingo Association and Bacta. Grainne Hurst, Chief Executive of the Betting and Gaming Council, stated, “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.” She emphasized that these record figures highlight the industry’s commitment to enhancing standards and ensuring a safe environment for the millions who enjoy gambling.
Hurst also pointed out the importance of keeping customers within the regulated market, especially as the illegal black market poses increasing risks to player safety. “Our members promote safer gambling every single day of the year, but bringing the whole regulated sector together for one dedicated week—supported by MPs, peers, regulators, and other stakeholders—amplifies those messages more effectively than ever,” she added.
Industry statistics indicate that approximately 22.5 million adults in Britain engage in gambling activities each month, which includes lotteries, sports betting, bingo, casinos, and online gaming. The latest NHS Health Survey for England estimated that 0.7% of the adult population in England are classified as problem gamblers.
The 2025 campaign received support from several UK political figures, including Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston, and Shadow Gambling Minister Louie French. While Safer Gambling Week is a voluntary initiative for operators, the promoted safer gambling tools are part of the licensing requirements for regulated businesses.