GambleAware’s Bet Regret Campaign Promotes Social Responsibility for the New English Football Season

The social responsibility campaign, known as Bet Regret, will be broadcasted on national television, radio, and digital platforms. Additionally, it will be displayed on billboards and inside and outside football stadiums across Great Britain. The target audience for this campaign are frequent sports gamblers between the ages of 18 and 34. The advertisements will feature a wrestling theme, emphasizing the concept of ‘tapping out for time out’ to encourage individuals to pause before making impulsive bets. According to GambleAware, the campaign, which launched last September, has achieved significant awareness among the target audience, with recognition averaging over 60%. Among those at the highest risk, recognition reached 75%. The campaign has also proven effective in prompting consumers to ‘tap out’, with 38% of the audience indicating that they try to tap out of their gambling app before betting and 17% using ‘tapping out’ to reduce their gambling activities. With the start of the football season and the return of fans to stadiums, GambleAware CEO Zoë Osmond emphasizes the importance of encouraging people to consider their bets carefully. While awareness and intentions are crucial, the challenge lies in translating them into action. Therefore, promoting behavioural nudges like ‘tap out’ remains necessary. The campaign has already yielded promising results, with more individuals recognizing and utilizing ‘tapping out’ as a technique to moderate their gambling.