Safer Gambling Week Shows Record-Breaking Engagement in 2025

The 2025 Safer Gambling Week broke a record for engagement, with 281,000 deposit limits being set, showing an increase of 41%.

Safer Gambling Week, which ran from November 17-23 last year, is a cross-industry initiative promoting safer gambling in the UK and Ireland. This includes bookmakers, amusement arcades, bingo clubs, casinos and online gaming operators, who work with charities and stakeholders to encourage safe and responsible play.

In the 2025 iteration, the number of unique account holders using at least one safer gambling tool increased for the fourth consecutive year. The number of safer gambling messages sent to customers during the campaign shot up 75% to 10.95 million in comparison with the previous year, which were delivered through channels including pop-ups, direct messages and personal emails.

There was also a significant increase in investment from operators, whose total spend on safer gambling advertising went up 68% compared to 2024; online impressions from those advertisements increased by 27% to 182 million. The program was backed by senior cross-party MPs and peers including Gambling Minister Baroness Fiona Twycross, and Nigel Hiddleston MP, Shadow Secretary of State for Culture, Media and Sport.

Campaign is “vital”

The figures were released by industry trade body the Betting and Gaming Council (BGC). Grainne Hurst, BGC Chief Executive, 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. 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.”

Problem gambling rate rising

Responsible gambling schemes are becoming increasingly important in Great Britain in particular, with the problem gambling rate increasing in recent years. The Gambling Survey for Great Britain (GSGB), published by regulator the Gambling Commission, showed a 2.7% problem gambling rate for 2024. That rate, based on 19,714 respondents, was up from 2.5% in the original GSGB survey covering 2023.

The two GSGBs have showed higher problem gambling rates than previous surveys, which have used different methodologies. The Commission’s previous quarterly telephone survey showed that in the year to December 2022, a total of 0.2% of 4,000 respondents classed as problem gamblers. The BGC publicises a 0.7% rate based on the latest NHS Health Survey for England, which may come from combining specific scoring thresholds.

Flutter’s Centre of Excellence

In April, Flutter Entertainment, owner of Paddy Power, Betfair and Sky Bet, opened a £1.5 million Centre of Excellence at its UK headquarters in Leeds, West Yorkshire. The hub will host Flutter’s customer safety team, consisting of more than 450 staff.  This will be located within Flutter’s existing base in Leeds, which is primarily occupied Sky Bet staff.

Flutter has set a target of having 75% of its customer base using responsible gambling tools by 2030. According to Flutter, the rate is currently at 60%.

1.

4.9/5

BetMGM UK Bonus Code

200 Free Spins When You Play £10

Min. Deposit: £10

Go to BetMGM UK

Visit Provider

New cust only. Opt-in required. Time to deposit/wager 7 days. Deposit £10 & wager 1x on casino games (wagering contributions vary) for 200 Free Spins worth 10p each on Big Bass Splash. 3 day reward expiry. 18+. T&Cs apply. 18+. T&Cs Apply. GambleAware.org.

2.

4.8/5

LosVegas Casino Bonus Code

Get 140 Free Spins when you deposit £25

Go to LosVegas Casino

Get Bonus

18+. New players. Min deposit £25. Up to 140 Free Spins (20/day for 7 consecutive days on selected games). Manually claimed daily or expire at midnight with no rollover. Free spin value £0.10. Max winnings £100/day as bonus funds with 10x wagering requirement to be completed within 7 days. Game restrictions apply. Play Responsibly! www.begambleaware.org Full T&Cs apply.

3.

4.8/5

HighBet Bonus Code

Get 50 Free Spins on Big Bass Splash + 20 Free Spins

Go to HighBet

Get Bonus

Make your first deposit and stake £20 or more on any slot, and get 50 Free Spins on Big Bass Splash. 18+ Full T&Cs apply.

4.

4.7/5

Star Sports Bonus Code

Wager £25 Get 100 Free Spins

Min. Deposit: 25

Copy

Get Bonus

18+. New UK/IE customers only. Sign Up to Star Sports using the promo code ‘SPINS100’ and make a minimum deposit of £25. Wager a minimum £25 on BIG BASS SPLASH 1000 and receive 100 Free Spins on BIG BASS SPLASH 1000. T&Cs Apply | GambleAware.org

5.

4.7/5

BetWright Bonus Code

Check offer on site!

Go to BetWright

Get Bonus

18+ Full T&Cs apply. GambleAware.org.