GambleAware Launches the Second Phase of the BetRegret Campaign

A major public health mission by GambleAware is entering its second phase. This is the largest national campaign in Great Britain promoting safer gambling. The estimated target audience is 2.4 million men, age 18-34, who frequently place bets on sports. The Football Supporters Association has contributed by surveying football fans to provide information about current attitudes and behaviors among male sports bettors.

The first advert of the 2020 campaign will be shown to the public on Saturday, 12th September, during the kick-off match of the Premier League between Fulham and Arsenal. Aside from two TV adverts, radio and digital channels will also be activated to promote a safer and responsible approach to gambling. The TV ads are drawing on the nostalgia and popularity of wrestling and look to dramatize the concept of “tapping-out for a time out” to encourage sports bettors to pause before making an impulsive bet.

Encouraging Moderation

The campaign was originally launched in February 2019 to raise awareness in of impulsive wagering and encourage moderations and reduce gambling harm. Now, GambleAware is introducing behavior change techniques that are designed to help frequent players in avoiding the feeling of Bet Regret. The strategy of "tapping out” is to make bettors pause and reconsider placing a wager.

Professor Sian Griffiths, chair of the Safer Gambling Campaign Board and GambleAware trustee, explained:

“The first year of the Bet Regret campaign had a positive impact on our target audience. We are looking to build on that success by influencing behavior change through encouraging sports bettors to ‘tap out’ of their gambling app and take a moment to reflect before placing a risky, impulsive bet. This new campaign is designed to help fans steer clear of Bet Regret and reduce potential gambling harms.”

Although researches show the increase in self-awareness…

…among the members of the targeted group but there is still more room for things to improve. Over a quarter (27%) of the campaign audience has said they are betting more than three months ago and the number of those who are wagering on football online in the past month has increased by 62%.

Also, the FSA study shows that watching more matches at home rather than at the stadium is likely to increase in-play betting levels. Of those who say they will probably bet more this season, almost three quarters (73%) gave the reason that it is easier to do it at home than at a match.

Jo Churchill MP, minister for the prevention of public health and primary care, said:

“The impacts of a gambling problem can be devastating for an individual and those around them. It is excellent news that the Bet Regret campaign is entering its second year and encouraging those who may be placing a bet to pause and reconsider. It also helps ensure that anyone who needs it can get advice and support to protect them from gambling-related harm.”

Source:

Press Release, gampleaware.org, September 11, 2020