The UK’s Safer Gambling Week 2024 has set generated over 60m impressions across major platforms X, Facebook, LinkedIn and Instagram, setting new records on social media.

Data released following the campaign – which ran from November 18 to 24 – revealed a 21 per cent increase on last year.

This year’s event drew the full support of the independent regulator, the Gambling Commission, and its chief executive, Andrew Rhodes, as well as gambling minister Baroness Fiona Twycross and the Shadow DCMS Secretary Stuart Andrew MP.

The campaign also received over half a million visits to the Safer Gambling Week website, which signposts help and advice for those who may be struggling, as well as offering advice on safer gambling tools like deposit limits and time outs.

The aim of Safer Gambling Week, which has now run for eight years, is to kickstart a national conversation between staff, customers and their friends and family, about safer gambling, as well as highlighting the range of tools that are available to help people stay in control of their betting.

BGC chief executive Grainne Hurst (pictured) said: “These outstanding and record-breaking results prove once more that our industry is serious about promoting the safer gambling tools available to customers and signposting the help and support available to those who need it.

“Whilst we await the details on the number of people using safer gambling tools, past years have shown us that an increase in the number of social media impressions has led to an increase in the use of popular tools – like time-outs and deposit limits – that only exist in the regulated industry.

“Thanks to Safer Gambling Week, we can be confident millions of people are better informed about the ways they can safely enjoy their hobby, that’s something the entire industry can be proud of.”