GambleAware, the independent charity tasked with reducing problem gambling in Great Britain, will launch a safer gambling campaign during this weekend’s Premier League match between Liverpool and Manchester United.
The “Bet Regret” campaign, which will teach consumers how to identify the signs of problem gambling, is one of a number of commitments to come out of the UK government’s Gambling Review, which aims to ensure the gambling industry does more to protect consumers.
The campaign appears to be a sign of a more collaborative approach between the government and gambling firms after a period in which the government has come down on hard on the betting sector amid concerns about the rise of problem gambling. A statement from GambleAware said the government had secured specific, additional donations to fund the campaign by the broadcasting, advertising and gambling industries.
Minister for Sport and Civil Society Mims Davies said: “This groundbreaking joint campaign will make people think hard about their betting habits, assist to remove the stigma around gambling addiction and give people more courage to say they need help. It is crucial that we both focus on prevention as well as cure and this campaign will help to educate people to recognise risky play. I am determined to deliver more collaborative work to help to change behaviours to reduce the threat of problem gambling.”
The growing antipathy toward the gambling sector among UK legislators has already had a direct impact on sports rights-holders and broadcasters. The Jockey Club predicts that the government’s decision to slash the stakes on fixed-betting terminals could lead to the closure of up to 1,000 high street betting shops and a subsequent £40m to £60m reduction in media-rights income for horse-racing.
The decision by Britain’s biggest gambling firms to self-impose a whistle-to-whistle ban on TV advertising on live sport shortly before Christmas – most likely an attempt to ward off more punitive legislation from government – is also likely to indirectly affect rights-holders.