GambleAware is set to launch the second phase of its BetRegret campaign today.
The UK problem gambling charity GambleAware has announced the launch of the second stage of its Bet Regret national safer gambling campaign.
The second phase of the Bet Regret campaign is set to launch today, ahead of the English football season which kicks off this weekend. This campaign will continue to target men between the ages of 18 and 34 who frequently gamble on sporting events.
Phase two of the Bet Regret campaign
The next phase of the campaign will be made up of two TV adverts, alongside radio and digital campaigns. The first of the TV adverts will premiere during the Premier League season-opener between Arsenal and Fulham on Saturday.
This advert will feature a wrestler intercepting two unsuspecting gamblers who are about to place an ill-considered bet; he pins them down until they agree to ‘tap out’ of their apps for some time out and avoid Bet Regret. The advert is based around the concept of tapping our for time out and encourages bettors to stop and think before placing 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.”
The charity said that the second stage of its campaign considered research by Ipsos, which evaluated the first year of the initiative. The findings revealed that self-awareness among the target audience of men between the ages of 18 and 35 is increasing and their behaviour is changing. However, they still require specific advice when it comes to responsible gambling.
This research also highlighted that after football returned in June following the coronavirus shutdown, 27% of respondents were betting more than before the lockdown, while 62% bet on football online in the past month.
GambleAware also considered research from the Football Supporters Asociation (FSA) which surveyed male sports fans to learn more about their betting behaviours. This research found that 83% of fans were more likely to bet on a game if they are watching it at home instead of watching it in person. The survey also recorded that 73% of respondents said it is easier to bet when at home.
The campaign has also received support from the UK government with several ministers praising the charity for its efforts to address gambling problems.
Jo Churchill MP, Minister for Prevention, 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.”
Nigel Huddleston MP, Minister for Sport, Tourism and Heritage, said: “Safer gambling messaging has a vital role to play in protecting people from gambling-related harm. This new GambleAware campaign is a creative and engaging way to urge people to pause and reflect on the implications of their actions.”
Two new partners for Bet Regret
The launch of the second stage of the Bet Regret campaign comes after GambleAware signed two new partners to support the campaign.
GambleAware’s campaign will now be supported by the men’s weight loss charity, Man v Fat and Supporters Direct Scotland, a group that aims to help fans gain influence and ownership of their football clubs.
The charity’s existing partnerships with the Football Supporters Association (FSA) and the Scottish Football Supporters Association, have also been renewed ahead of the new season.