GambleAware has relaunched its ‘Bet Regret’ advertising campaign as the Premier League and English Football League (EFL) seasons got underway..
The responsible betting charity will continue to promote safer gambling awareness and betting moderation, primarily targeting the 18-34 year-old male demographic, as this age group is categorised as the most vulnerable to impulsive behaviours with regards to their betting behaviour.
Bet Regret made its debut across UK sports programming and stadia during the 2019/2020 football season as part of GambleAware’s first nationwide advertising campaign to raise public awareness of problem gambling’s compulsive traits.
The advert will continue to feature the ‘Tap Out’ tagline, which sees a wrestler tackle punters and encourage them to ‘take-a-moment’ and think before placing bets, thereby avoiding ‘bet regret’.
The Premier League commenced on Friday 13 August, with the opening weekend seeing a range of thrilling fixtures, whilst the EFL kickstarted the week before.
Newly promoted Brentford claim a shock 2-0 victory over North London giants Arsenal in the first fixture of the top-flight campaign on Friday, whilst the War of the Roses between Manchester United and Leeds United the following day saw the Red Devils dominate with a 5-1 win.
“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,” said Zoë Osmond, Chief Executive of GambleAware.
“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.”
GambleAware has highlighted the success of Bet Regret, citing that the campaign has ‘consistently delivered high levels of awareness’, with recognition averaging at over ‘60% amongst the broader target audience, rising to 75% amongst those in the highest risk band’.
The campaign has also proved successful in encouraging the campaign audience to ‘tap out’, with 38% of the campaign audience saying they ‘tapped out’ of their app before placing a bet and almost one in five (17%) saying they actively use ‘tapping out’ as a tool to cut down.
