Bet Regret campaign takes flight 

Independent charity GambleAware has launched ‘Bet Regret’, a safer gambling campaign designed to raise awareness of impulsive betting and encourage moderation while reducing gambling-related harm.

As one of the commitments from the UK Government’s Gambling Review, the ‘Bet Regret’ campaign supports multiple measures to “ensure that the sector is socially responsible and doing all it should to protect consumers and communities,” a presser reads.

“Bet Regret describes the universal feeling of remorse sports bettors often get when they make an impulsive bet – the kind of bet that bettors say they know they will kick themselves for the moment they made it.”

The campaign is targeted at sports betting males in the 16-34 age group. The demographic is estimated at 2.4 million people in Great Britain.

Bet Regret was developed after extensive research, consultations with academic experts and several waves of focus groups with frequent sports bettors.

Minister for Sport and Civil Society Mims Davies:

“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.”

Professor Sian Griffiths, GambleAware Trustee and Deputy Chair, Public Health England (interim):

“The Bet Regret campaign is about raising awareness of behaviours that people might not always recognise as impulsive or risky, such as sports betting when drunk, bored or chasing losses.

“We want people to identify with the campaign, realise they too have those kick-yourself moments when betting and reflect on their behaviours, thus preventing future ill-considered bets which are so often the pathway towards harm.”

The campaign comprises three adverts running in parallel with ongoing advertising and outreach activities to promote the help and support available for those who experience problem gambling, and their friends and family, through BeGambleAware.org and the National Gambling Helpline.

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