UK and Ireland Safer Gambling Week Achieves Record Deposit Limit Usage

(AsiaGameHub) –   Safer Gambling Week 2025 saw a significant increase in customers using deposit limits across the UK and Ireland, according to new data from the Betting and Gaming Council.

Good to Know

• During the campaign, customers established 281,000 deposit limits.
• The count of deposit limits rose by 41% compared to 2024.
• Operators dispatched 10.95 million safer gambling messages over the week.

The campaign took place from November 17 to 23 and brought together betting operators, casinos, bingo clubs, amusement arcades, and online gaming firms from the regulated gambling sector.

BGC statistics revealed that 153,960 account holders utilized deposit limits during the week. The broader use of safer gambling tools also climbed for the fourth consecutive year, based on the number of unique account holders using at least one tool.

Regulated Operators Promote Safer Gambling Tools

Safer Gambling Week also led to a substantial surge in direct customer communications. Operators sent 10.95 million safer gambling messages via pop-ups, direct messages, and emails—an increase of 75% from the previous year.

Campaign-related spending rose by 68%, while safer gambling ads generated 182 million online impressions, a 27% jump.

Grainne Hurst, Chief Executive of the Betting and Gaming Council, commented:

“Safer Gambling Week has once again demonstrated the positive impact this initiative can have in encouraging even more customers to use the wide range of safer gambling tools available only in the regulated sector.

“These record-breaking figures highlight the industry’s ongoing commitment to raising standards and ensuring the millions of people who enjoy occasional gambling do so in a safe and responsible environment.”

The Betting and Gaming Council runs the campaign in partnership with the Bingo Association and Bacta. In 2025, support also came from Gambling Minister Baroness Twycross, Shadow Secretary of State for Culture, Media and Sport Nigel Huddleston, and Shadow Gambling Minister Louie French.

Hurst also linked the campaign to black market risks. She said:

“At a time when the illegal, harmful black market poses a growing threat to player safety, it is vital that customers stay in the regulated market, where robust safer gambling measures and protections are available.

“Our members promote safer gambling every day of the year, but bringing the entire 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.”

Industry figures show that around 22.5 million adults in Britain gamble each month across lotteries, sports betting, bingo, casinos, and online gaming. The latest NHS Health Survey for England estimated that 0.7% of adults in England are problem gamblers.

Safer Gambling Week remains voluntary for operators, though many tools promoted during the campaign are part of licensing duties for regulated companies. The campaign returns in November 2026.