UK operators replace ‘When The Fun Stops’ with new campaign to highlight RG tools

UK standards body the Betting and Gaming Council (BGC) has launched a new advertising campaign to encourage customers to use the range of safer gambling tools offered by its operator members. The ‘Take Time To Think’ tagline will replace ‘When The Fun Stops, Stop’ as the regulated industry’s key responsible gambling message across online and televised marketing material. The switch was made following extensive customer research and engagement with academics, government stakeholders and operators on the most effective way to promote healthier playing habits. The BGC believes ‘Take Time To Think’ will be more effective than ‘When The Fun Stops’ by encouraging customers to hit pause and use RG tools such as deposit limits, time-outs and self-exclusion. The trade body believes this will help consumers moderate their play and stay in control. The multi-million-pound campaign has been funded by BGC members William Hill, Entain, bet365, Gamesys, Flutter, BetVictor, Betway, Kindred, Playtech, Betfred, PlayOJO, Betsson and Microgaming. It will kick off with a series of TV adverts showcasing customers in different environments, all pausing mid-play before considering whether to use safer gambling tools while gambling online. BGC member operators will also adopt the ‘Take Time To Think’ messaging across their online and retail businesses and have been told to ensure that at least 20% of their TV and radio ads are devoted to safer gambling messaging. Around one in five UK gambling customers already use deposit limits, according to the trade body.

Betfred corporate affairs director Mark Pearson said: “It is essential that the industry present a consistent message and everyone works together to promote safer gambling.” The BGC took over responsibility for ‘When The Fun Stops’ in April 2020 from the Senet Group, which was then dissolved into the BGC as the industry sought to establish a united front. The replaced campaign has received criticism in the past from stakeholders including the Liberal Democrats back in 2019. Former Liberal Democrat MP and Manchester city council member John Leech said at the time: “There is now enough proof that the crass ‘When The Fun Stops, Stop’ slogan is not working, and it could be exacerbating the national gambling crisis. “It’s time to scrap the slogan because let’s be honest, by the time ‘the fun stops’, you are already dangerously addicted,” he added. On today’s new tagline, BGC CEO Michael Dugher said: “Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. “But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling. “Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. “That will enable them to stay in control of their betting,” he added.