The Betting and Gaming Council has reported record engagement with safer gambling tools during Safer Gambling Week 2025. More customers set limits and received player protection messages during the campaign.
The UK and Ireland campaign ran from November 17 to 23. It brought together licensed bookmakers, casinos, bingo operators, amusement arcades and online iGaming businesses to promote safer play across the regulated gambling sector.
Deposit limits reached a new high
Players set 281,000 deposit limits during the campaign. Those limits were set by 153,960 individual account holders, up 41% from the previous year.
It was the fourth year in a row that more unique account holders used at least one safer gambling tool during Safer Gambling Week. The figures cover regulated operators taking part in the campaign, including both online and retail businesses.
Deposit limits remain one of the main tools promoted by the industry. They allow customers to set a fixed spending limit before they gamble, giving players a simple way to control how much money can be deposited into an account.
Safer gambling messages increased
Operators sent 10.95 million safer gambling messages during the week, up 75% from the 2024 campaign. The messages were delivered through emails, pop-ups and in-platform notifications. Operator spending on safer gambling advertising also rose 68% year-on-year. Online advertising impressions linked to the campaign reached 182 million, up 27%.
The campaign also drew political support. Backers included Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston MP and Shadow Gambling Minister Louie French MP.
Campaign returns in November
Safer Gambling Week is organised by the BGC, Bacta and the Bingo Association. The campaign is designed to promote tools such as deposit limits, time-outs, self-exclusion, gambling blocks and bank payment blocks.
The next campaign is scheduled for November 16 to 22, 2026. It will again cover online and land-based gambling across the regulated sector in the UK and Ireland.
The BGC also connected the campaign to concerns about the black market. Its position is that safer gambling tools are available through licensed operators, while unlicensed sites do not offer the same player protections.
The figures give the industry another data point as UK gambling reforms continue to move through implementation. Operators are under pressure to show that customer protection tools are being used, not only displayed.
