Limits are Good – this festive period we encourage all our customers to set limits

Limits are Good - this festive period we encourage all our customers to set limits

Limit your spend, limit your time – the tools are available online



As part of a package of Safer Gambling Commitments launched in November 2019, the Betting and Gaming Council announces a new multimedia safer gambling campaign over the festive period.  The campaign targets young men aged 18-34 who might be at risk of overindulging during the festive period on products, including gambling, by promoting the use of online tools which allow them to set their own limits.


Control is at the heart of safer gambling, and the Limits are Good campaign seeks to activate research insights which indicate that all gamblers set conscious or unconscious limits to their play, with a direct correlation between enjoyable gambling and bets that are made within those boundaries.


Through a series of 20-second digital films and associated content which display humorous but thought-provoking social situations where limits are good, the campaign combines a clear call to action with both the motivation and tools to effect change.  The films are now live on YouTube and will be rolled out across a range of online operator channels and in retail locations over the next few weeks.


The campaign is being promoted by the Betting and Gaming Council and the Senet Group, with support from funding partners and other operators.  The campaign will look to promote a number of new limit-setting tools either launched or redesigned by operators in recent months.  Take-up of these tools will be a key element in the campaign tracking, in addition to promoting the messaging on web platforms.


Commenting on the campaign, Brigid Simmonds OBE, Chairman of the Betting and Gaming Council, said:


“We set limits on what we do every day and betting and gaming should be no different.  Over the festive period with so many important sporting events, if people wish to have a bet it’s important not to lose track of how long you spend or the amount you have staked.  Tools are available online and in betting shops and casinos to help you set your time and spend limits and we encourage everyone to use these.  For those worried about their betting or gaming, there is the option to self-exclude from gambling entirely and support is available throughout the festive period from the National Gambling helpline 0808 8020 133.”


Commenting on the campaign, Senet Group Chairman, Gillian Wilmot said:


“This campaign draws on real-life gambling behaviours to promote tools which help gamblers stay within self-determined limits.  Our behavioural research identified that most gamblers maintain a range of informal strategies to maintain control of their gambling.  By formalising limit-setting tools, operators can do more to empower their customers to gamble safely.”


The campaign will be subject to a measurement framework, which will include the following metrics:


Number of deposit limits set on average pre and post campaign
Visit/visitors to deposit limit pages online and in-app
(Soft) media measurements e.g. cost per completed view of the films vs industry benchmark


The results of the campaign measurement will be published after the first wave of evaluation in about six months’ time.





Betting and Gaming Council – Gary Follis: 020 7434 2111 or 07827 983 495 or [email protected]

Safer Gambling Commitments – Nigel Fairbrass (Eterna Partners): 07799 894 265


Notes to editors:


About the Betting and Gaming Council

The Betting and Gaming Council (BGC) is the new industry association for betting and gaming which represents betting shops, online betting and gaming businesses and casinos. The BGC launched in November and represents around 90 percent of the betting and gaming market. Membership is open to all operators with a UK licence. Members will be required to adhere to a new BGC Code of Conduct. Its mission is to champion industry standards in betting and gaming to ensure an enjoyable, fair and safe betting and gaming experience for all customers.


About the Safer Gambling Commitments

Development of the Safer Gambling Commitments was facilitated and coordinated by the Senet Group.  They will be delivered by working groups and subject matter experts drawn from across the gambling industry.


Further detail on the Safer Gambling Commitments can be found at:


The Senet Group research report: ‘In control: How to support safer gambling using a behaviour change approach’ can be found here.

Author: Ethan Moore