GambleAware publishes Bet Regret campaign results
Safer gambling charity also launches tender for three-year £1m pilot project
GambleAware has revealed that its two-year Bet Regret campaign generated awareness of 60% on average among the broader target audience.
The overall aim of the operation was to help control the gambling behaviour of younger male sports bettors.
The mission during the first year of the campaign was to shift attitudes and spark conversations over the moderation of sports betting.
For the second year the aim was to increase the number of at-risk sports bettors taking steps to reduce their participation in gambling.
As part of this plan, a number of techniques and aids were used.
Tracking data from both stages of the campaign revealed a consistently high level of awareness of the campaign despite having a relatively low share of voice compared to gambling operators.
In total, campaign awareness averaged at 60% among the broader target audience, rising to 75% for the highest risk band.
Awareness of gambling risks was fairly high as 76% recognised the risk of gambling more than they can afford, while 70% said they would know the early warning signs of betting too much.
Also, 76% said that they would know how to cut gambling activity down if they wanted to.
Originally the Bet Regret campaign was launched after a commitment by the gambling industry and broadcasters to fund a safer gambling campaign for two years from 2018.
This had to be extended to this year due to the Covid-19 pandemic, which led to the suspension of live sport.
Ipsos Mori also conducted a study of the campaign and found that almost two in five who took part tried to ’tap out’ of their gambling app before deciding to place a bet.
More than half of participants (53%) deemed to have a higher risk profile have displayed some intention to cut the amount of bets they make.
Also, 17% of the campaign’s target audience said they are actively using ’tapping out’ as a tool to reduce gambling.
GambleAware’s report also confirmed its intention is to continue the campaign, where the focus will be more on behavioural ‘nudges’ to young sports bettors to avoid harm from gambling.
Elsewhere, GambleAware has issued a new Invitation to tender for a pilot project to extend the National Gambling Treatment Service provision of residential rehabilitation for gambling disorder.
The pilot project will have estimated funding of £1m over a three-year period and will aim to fill gaps in the provision of treatment and explore the potential uptake of services among communities currently underrepresented.