The Betting and Gaming Council (BGC) has launched a new campaign aimed at encouraging customers to use the safer gambling tools offered by its members, called ‘Take Time To Think’.

This campaign will replace the body’s ‘When The Fun Stops, Stop’ campaign, and will be launched with a series of TV adverts showing customers pausing mid-play before considering whether or not to use safer gambling tools. Additionally, operators will adopt the ‘Take Time To Think’ message across their retail and online businesses.

“It follows extensive customer research, as well as engagement with academics, Government stakeholders and operators on the most effective way of encouraging responsible betting,” a statement from the BGC read.

While the previous campaign was “successful in helping to address problem gambling,” the new campaign is expected to be even more effective by encouraging customers to consider tools such as deposit limits, time-outs and self-exclusion to help them stay in control.

The BGC has worked with broadcasters and online platforms to deliver the multi-million-pound campaign, which has been funded by members such as Flutter, Betway, William Hill, Entain, bet365, Kindred, Playtech and many others.

“I am absolutely delighted that our members have signed up to this fantastic campaign,” said BGC Chief Executive Michael Dugher.

“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.

“The efforts BGC members are making to promote safer gambling are in stark contrast to the all too easily available unsafe, unregulated black market online.”