Safer Gambling Week gets underway in Europe and the UK
Gambling operators are stepping up messaging to raise awareness of safer gambling tools.
UK.- This year’s Safer Gambling Week is in full swing in the UK and Europe. Running from 17 to 23 November 2025, the annual initiative aims to promote safer gambling by highlighting the tools available to help customers stay in control of their gambling, while signposting help and advice to those who need it.
In the UK, where the initiative is organised by the Betting and Gaming Council (BGC), BACTA and the Bingo Association, Safer Gambling Week is now in its ninth year. It will once delivers a range of safer gambling messages both online and in land-based venues, in a bid to spark a nationwide conversation about betting responsibly.
The BGC said last year’s Safer Gambling Week set new social media records, generating more than 60 million impressions across major platforms including X, Facebook, LinkedIn and Instagram.
In Europe, Safer Gambling Week is being organised by the European Betting and Gaming Association for a fifth year. The EGBA says that last year’s edition brought together 195 organisations from 26 countries, reaching 3.1 million people.
Grainne Hurst, CEO of the Betting and Gaming Council, said: “As ever, the week sees the whole industry coming together to further promote safer gambling for the millions of people who enjoy a regular flutter.
“It’s a time to highlight all the tools available so that customers can stay in control. And to signpost help and advice to those who need it. Last year’s campaign was a great success with over 1.5 million unique accounts using a safer gambling tool during the week.”
Paul Swindon, head of Governance and Compliance at the Bingo Association, said: “The Bingo Association is proud to support Safer Gambling Week. All our members across Great Britain are committed to promoting a safe, enjoyable, and responsible environment for all players.
“Bingo has always been about community and fun, and Safer Gambling Week is an important reminder that gambling should always remain just that – social, safe and within your means.”
Allaster Gair, director of Communications at BACTA, said: “At the heart of Safer Gambling Week is the simple idea that everyone should feel safe while having fun. Our members take that responsibility seriously – offering support, advice and safe spaces where customers can enjoy themselves responsibly.”
As for the initiatives undertaken by operators, Flutter is hosting a town hall during which brand CEOs will share insights on their teams’ advances towards responsible gambling goals. It will also hold a lived experience panel with EPIC Global Solutions.
Playtech has been promoting the contribution that it believes AI can make towards improving player protection, talking about how machine learning can allow early detection of gambling issues by analysing behavioural patterns to identify risk before harm occurs.
The EGBA is promoting its new set of standards for responsible influencer marketing in gambling. The Pledge on Responsible Influencer Marketing in Online Gambling was developed with the European Advertising Standards Alliance (EASA) as the first industry-wide set of influencer marketing standards for the sector in Europe.
The association says the move is intended to address the fast-paced evolution of online marketing, which has seen a growing use of influencers in the gambling industry. It builds on the EGBA’s existing Code of Conduct on responsible advertising for online gambling, adding additional standards for all forms of influencer marketing content, including live streams, stories, posts, videos, and any digital content formats.
