GambleAware has launched the second phase of Great Britain’s largest national safer gambling campaign Bet Regret, targeted at an estimated audience of 2.4m men aged 18-34 who gamble frequently on sport.
To coincide with the launch, the Football Supporters Association has also conducted a survey of football fans on behalf of GambleAware, to provide a snapshot of the current attitudes and behaviours of male sports bettors.
The first advert of the 2020 campaign premieres tomorrow during the first match of the Premier League season between Fulham and Arsenal. The campaign will consist of two TV adverts alongside a radio and digital campaign. Drawing on the nostalgia and popularity of wrestling, the TV adverts look to dramatise the concept of ‘tapping-out for time out’ to encourage sports bettors to pause before making an impulsive bet.
Professor Sian Griffiths, chair of the Safer Gambling Campaign Board and GambleAware Trustee, said: “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 behaviour 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.”
