Bet Regret has better awareness than ‘When the Fun Stops’, says GambleAware

GambleAware has hailed the success of its ‘Bet Regret’ campaign, claiming awareness of the concept has surpassed its prior ‘When the Fun Stops, Stop’ campaign.

According to new Ipsos Mori research, 77% of high-risk gamblers were aware of the Bet Regret campaign, with that figure at 69% among so-called frequent bettors.

Sixty-one percent of the core audience of UK males aged 16-44 were aware of the Bet Regret campaign.

GambleAware said that compared favourably to the performance of the ‘When the Fun Stops, Stop’ campaign, where awareness amongst regular gamblers was 54%.

GambleAware said the figures were proof the campaign has “effectively reached and engaged those for whom the message is most relevant”.

IPSOS found that 54% of the campaign’s target audience recognised all three Bet Regret videos, with that number dropping to 24% among the wider gambling audience.

Awareness of the tagline “You’ll bet regret it” was 31% among the target audience of 16-44 males, falling to 12% among the wider gambling audience surveyed.

As part of its development of the Bet Regret campaign, GambleAware said it will aim to keep building self-awareness among gamblers, encouraging more conversations about betting and increasing “readiness to change” among bettors.

During the second half of 2019, the campaign tagline will be changed to “Think twice, or you’ll bet regret it” as part of GambleAware’s strategy to encourage bettors to pause and reconsider their bets.

The campaign has received criticism for “shaming problem gambling”, with the industry also questioning the use of its donations for stunts like the “No bet Inn” and the “Bet Regret barber shop”.