The Betting and Gaming Council (BGC) has published the figures for Safer Gambling Week 2025.
The campaign ran from 17-23 November and was the fourth consecutive year where the number of account holders using at least one tool increased.
An analysis of last year’s campaign found that there were 281,000 deposit limits set during Safer Gambling Week across 153,960 different accounts, marking a 41% increase year-on-year.
The number of safer gambling messages sent to customers increased 75% to 11 million and operators invested 68% more this year.
The online adverts also reached more people, with a 27% increase translating to 182 million impressions.
Grainne Hurst, Betting and Gaming Council CEO, said: “Safer Gambling Week has once again demonstrated the positive impact this campaign can have in encouraging even more customers to make use of the wide range of safer gambling tools available only in the regulated sector.
“These record-breaking figures underline the industry’s ongoing commitment to raising standards and ensuring the millions of people who enjoy a regular flutter do so in a safe and responsible environment.
“At a time when the illegal harmful black market poses a growing threat to player safety, it is vital customers remain in the regulated market, where robust safer gambling measures and protections are available.
“Our members promote safer gambling every single day of the year, but bringing the whole regulated sector together for one dedicated week – with support from MPs, peers, the regulator and other stakeholders – helps amplify those messages further than ever before.”
As for BGC’s other endeavours, William Hill has praised the Grand National charity bet campaign, which saw 66 MPs visit betting shops across the UK to place £50 ($67) bets for charity.
During the campaign, many MPs visited William Hill branches to place their bets.
A spokesperson for William Hill said: “The cross-party initiative continues to grow in popularity, with MPs backing a wide range of runners in the world’s most famous race. All winnings go directly to charities chosen by MPs, with a guaranteed £250 donation from BGC members if bets are unsuccessful -- ensuring good causes benefit regardless of the result.
“This year’s campaign raised more than £20,000 for charities across the country, highlighting the positive role of the regulated betting sector in supporting communities and delivering meaningful social impact.
“With the Grand National remaining one of the biggest moments in the sporting calendar, the campaign is a strong example of how our industry can bring people together while supporting good causes nationwide.”
This year, Safer Gambling Week will take place from 16–22 November 2026
