The event, which ran from 1-7 November, generated the impressions across the likes of Twitter, Facebook and Instagram. The number of impressions on Safer Gambling Week’s own social media accounts meanwhile increased by 75% year-on-year to 1.4 million.

Several MPs and peers gave their backing to the campaign, including Gambling Minister Chris Philp. And many sporting figures also showed their support, such as former footballer Michael Owen, boxer Anthony Joshua, jockey Rachael Blackmore and former jockey AP McCoy.

“It’s great news that this year’s Safer Gambling Week was such a huge success,” said BGC Chief Executive Michael Dugher. “It is now an established annual event creating a national conversation on the importance of safer gambling, the tools that are available and the help that’s out there.

“Once again, this shows the regulated betting and gaming industry’s commitment to continuing to raise standards. But our commitment to safer gambling is not just for one week of the year. Safer gambling is our mission for every week of the year.

“Millions of people enjoy a bet safely and responsibly, and the fall in problem gambling rates suggests that the work we have done at the BGC to promote safer gambling is starting to have an impact. But we are not complacent and will continue our efforts to raise standards even higher.”