Safer Gambling Week 2025 delivered record-breaking engagement with safer gambling tools and messaging, new data shows.
Analysis of last year’s campaign confirmed there were 281,000 deposit limits set during Safer Gambling Week by 153,960 different account holders, a 41% increase year-on-year.
For the fourth consecutive year, the number of unique account holders using at least one safer gambling tool during the campaign increased. Meanwhile, the number of safer gambling messages sent to customers during the campaign surged to 10.95 million, a 75% increase on 2024. These messages were delivered through a range of channels including pop-ups, direct messages and personal emails.
The campaign, which ran from November 17th to 23rd 2025, also saw a substantial increase in investment from operators, with total spend on safer gambling advertising rising by 68% compared to last year. Online impressions from these adverts increased by 27% to 182 million.
Safer Gambling Week is an annual cross-sector initiative bringing together the UK and Irish regulated betting and gaming industry – including bookmakers, amusement arcades, bingo clubs, casinos and online gaming operators – with charities and stakeholders to encourage safe and responsible play.
The initiative was backed by a record number of senior cross-party MPs and Peers including Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston MP, and Shadow Gambling Minister Louie French MP, who all lent their support to the campaign.
Grainne Hurst, Chief Executive of the Betting and Gaming Council, 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.”
