GambleAware encourages gamblers to 'tap out' in latest campaign

Tyrone Stewart

GambleAware and The Safer Gambling Board have launched a campaign to encourage people to consider ‘tapping out’ before placing a bet they may regret.

The campaign, created in partnership with M&C Saatchi and Goodstuff as part of the broader ‘Bet Regret’ initiative, features two films where gamblers are pinned down by a wrestler until they agree to ‘tap out’ of their betting apps, saving them from regret.

Launched over the weekend to coincide with the start of the football season, the campaign is primarily aimed at men aged between 18 and 34, and is being run across TV, video on demand, social, and digital display.

“The first year of the Bet Regret campaign had a positive impact on our target audience,” said Professor Sian Griffiths, Chair of the Safer Gambling campaign Board and GambleAware Trustee. “We are looking to build on that success by influencing behaviour change through encouraging sports bettors to ‘tap out’ of their gambling app and take a moment to reflect before placing a risky, impulsive bet. This new campaign is designed to help fans steer clear of Bet Regret and reduce potential gambling harms.”