Sunday, 22 December 2019

Betting And Gaming Council Launches ‘Limits Are Good’ Ad Campaign

Limits Are Good

The Betting and Gaming Council (BGC) has launched a new multimedia safer gambling campaign.

The brand new campaign consists of a series of 20-second digital short films tailored to men aged between 18 and 34 who “might be at risk of overindulging during the festive period on products, including gambling.” The short videos and campaign have been released as part of the group’s Safer Gambling Commitments which launched last month.

BGC’s new campaign encourages gamers to use online tools to set limits and “seeks to activate research insights which indicate that all gamblers set conscious or unconscious limits to their play, with a direct correlation between enjoyable gambling and bets that are made within those boundaries.”

The ‘Limits Are Good’ videos are available to watch on YouTube but will this week be rolled out to television channels and in retail locations. BGC’s campaign will reportedly promote limit-setting tools either lanched or redesigned by operators and will be subject to a measurement framework looking at the number of deposit limits set on average before and after the campaign, the number of visits to deposit limit pages, and more.

What They Say

Brigid Simmonds OBE, Chairman of the Betting and Gaming Council, said in a statement: “We set limits on what we do every day and betting and gaming should be no different. Over the festive period with so many important sporting events, if people wish to have a bet it’s important not to lose track of how [much] you spend or the amount you have staked.

“Tools are available online and in betting shops and casinos to help you set your time and spend limits and we encourage everyone to use these. For those worried about their betting or gaming, there is the option to self-exclude from gambling entirely and support is available throughout the festive period from the National Gambling helpline 0808 8020 133.”

Gillian Wilmot, the Chairman of Senet Group, added: “This campaign draws on real-life gambling behaviour to promote tools which help gamblers stay within self-determined limits. Our behavioural research identified that most gamblers maintain a range of informal strategies to maintain control of their gambling. By formalising limit-setting tools, operators can do more to empower their customers to gamble safely.”

The news comes weeks after several gambling operators pledged their commitment to five new responsible gambling measures as part of an effort to prevent the UK government from imposing new, stricter restrictions.

You can watch the new ‘Limits Are Good’ digital shorts below: