“Take Time to Think” – BGC Launches New Safer Gambling Campaign
-
Campaign Name:
Take Time to Think -
Launched by:
The Betting and Gaming Council (BGC), the UK’s standards body for the regulated betting and gaming industry. -
Replaces:
The “When the Fun Stops, Stop” campaign (active since 2015), which was widely used across gambling advertising.
📺 Campaign Details:
-
Core Message:
Encourages players to pause during play and consider using safer gambling tools. -
Tools Promoted:
-
Deposit limits
-
Time-outs
-
Self-exclusion
-
-
Mediums:
-
TV adverts
-
Online platforms
-
In-store and digital messaging by operators
-
-
Funded by:
BGC members including William Hill, Entain, bet365, Flutter Entertainment, and Betfred. -
Implementation:
Already integrated into 20% of gambling TV and radio adverts. Also complements the “whistle-to-whistle” ad ban introduced in 2019, which prohibits gambling ads during live sports before 9pm (except horse and greyhound racing).
🧠 Key Takeaway:
The “Take Time to Think” campaign marks a shift toward a more proactive and reflective approach to safer gambling — aiming to empower players through practical tools and responsible decision-making, supported by consistent messaging across all platforms.
