The Betting and Gaming Council (BGC) has replaced its long-running ‘When the Fun Stops, Stop’ campaign with a new safer gambling slogan, ‘Take Time to Think’.

A series of TV advertisements depicting customers paying mid-play before considering the use of safer gambling tools will kickstart the campaign, the messaging of which will be adopted across operator’s online and retail channels.

The BGC has stated that ‘extensive customer research’ informed the development of the campaign, as well as consultations with operators, government officials and academics concerning the creation of an effective responsible betting promotion.

“I am absolutely delighted that our members have signed up to this fantastic campaign,” said Michael Dugher, Chief Executive of the BGC. “Millions of people enjoy a flutter and the overwhelming majority do so perfectly safely and responsibly. But that doesn’t prevent the regulated industry from continuing to do more to promote ever higher standards in safer gambling.

“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.”

A number of BGC operator members including BetVictor, Betsson, bet365, Betfred, Entain, Flutter, Gamesys, Kindred, Playtech, PlayOjo and Microgaming provided funding for the campaign, whilst the standards body also cooperated with broadcasts and online platforms for its delivery.

Grainne Hurst, Director of Corporate Affairs at Entain, said: “Ensuring our customers have an enjoyable experience when playing with us is our highest priority and we are pleased to support the Take Time To Think campaign as an important initiative, which encourages customers to take full advantage of the safer gambling tools that are available to manage their gaming.”

Although officially retiring the ‘When the Fun Stops, Stop’ campaign – first launched in 2015 – the BGC has replaced the initiative for ‘helping to address problem gambling’ whilst adding that it believes its new messaging will be ‘even more effective by encouraging customers to pause and consider the safer gambling tools operators provide.

Commenting on the launch, Conor Grant, CEO of Flutter UK and Ireland, said: “Our brands have been at the forefront of innovative campaigns to raise awareness and promote customer usage of safer gambling tools for a number of years.

“Together with the wider industry, we are pleased to support the BGC’s Take Time to Think campaign, which aims to positively impact awareness and usage of the range of safer gambling tools available to customers.”