UK Gambling has hosted its most impactful Safer Gambling Week (#SGWeek2021), according to figures published by the Betting and Gaming Council (BGC).

This year’s campaign, which ran from 1-to-7 November generated circa 25 million social media impressions, as #SGWeek2021 unique content was displayed across Twitter, Facebook and Instagram.

#SGWeek2021 high coverage saw Safer Gambling Week’s own Twitter, Instagram and Facebook accounts jump from 800,000 in 2020 to 1.4 million this year – an increase of 75%.

This year’s campaign mandate was to “kickstart a national conversation on the vital subject between staff, customers and their friends and family, as well as highlight the range of tools that are available to help people stay in control of their betting”.

Helping #SGWeek2021 secure a 19% increase in coverage, the BGC praised the high impact content provided by its members, which saw bookmaker sports ambassadors such as Anthony Joshua, Michael Owen, AP McCoy and Racheal Blackmore promote the message of safer gambling awareness and self-control.

The week saw cross-party senior MPs and peers – including gambling minister Chris Philp and several shadow ministers give their backing to the campaign.

“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.”

Despite, Safer Gambling Week recording its best campaign results. The sector could not avoid negative headlines as Sky Vegas, was investigated by the UK Gambling Commission (UKGC) for accidentally sending a promotional email to self-excluded customers during the week.

Conor Grant, CEO of Flutter Entertainment UK&I, apologise to “all of those who have been affected by the recent issue at Sky Vegas,” stating that the group recognised that “on this occasion we have let many people down”.