GambleAware relaunched its trademark “Bet Regret” campaign across UK sports media and football stadiums on the first weekend of Premier League 2021/2022 matches.
GambleAware will continue its marketing mandate of promoting safer gambling knowledge and betting moderation to a target audience of 18–34-year-old males, who are the most vulnerable to developing impulsive behaviours as a result of their gaming decisions.
During the 2019/2020 football season, Bet Regret made its debut across UK sports programming and stadiums as part of GambleAware’s first statewide advertising campaign to raise public awareness of problem gambling’s compulsive qualities.
‘Tap Out’ tagline
Last year, GambleAware updated its Bet Regret campaign with the addition of its new “Tap Out” tagline, which advises bettors to “take a minute and consider” before placing their wagers.
Bet Regret has ‘consistently achieved significant levels of awareness,’ according to GambleAware, with recognition averaging over ‘60 percent within the broader target population, rising to 75 percent amongst those in the highest risk band.’
The campaign was also successful in encouraging the campaign audience to “tap out,” with 38 percent of the audience indicating they “tapped out” of their app before placing a wager, and nearly one-fifth (17 percent) saying they actively utilise “tapping out” as a technique to cut down.
Translating awareness and intentions into action
GambleAware’s Chief Executive, Zo Osmond, said: “With the start of the football season and fans returning to stadiums, we must do all we can to encourage people to pause and consider before making a bet. With all public health campaigns, the biggest challenge is translating awareness and intentions into actions, which is why there is a continued need to promote behavioural nudges, such as ‘tap out’.
“So far, we have seen promising results from the campaign to date, with more people recognising and using ‘tapping out’ as a technique to moderate their betting.”