“Take Time To Think” is the new slogan released by the UK Betting and Gaming Council (BGC) taking a fresh approach to reducing gambling addiction and harms.
It replaces the now very well known “When The Fun Stops Stop” that we have seen on bingo websites and all gambling website. We have seen it so much, that we almost un-see it. It is a good thing that new words bring about new messages and new thinking.
As the new slogan puts it, in plain English, it is clear that the BGC are trying to tap into the minds of players and to get them to; simply think. We all know that in life there are many things that we have done and had we thought about it for a moment or two we may have taken a different path or action or made a different decision. This may have lead to a better outcome.
The BGC slogan is using this psychological approach, we think quite skilfully to get people to almost reverse think. This is so that they use hindsight (from previous actions) to review their current actions in that moment.
Michael Dugher, chief executive of the BGC, said:
Our research has shown that the ‘Take Time To Think’ message will encourage even more customers to pause and consider whether to make use of the wide range of safer gambling tools that are available. That will enable them to stay in control of their betting.
BGC members William Hill, Entain, bet365, Gamesys, Flutter, Betvictor, Betway, Kindred, Playtech, Betfred, PlayOjo, Betsson and Microgaming are all on board with the new campaign and are set to change the slogans on their websites at the same time as a series of television adverts will be aired. The adverts will show people pausing half way through having a flutter on their betting and gaming site.
The new campaign shares information and raises awareness of the important tools players can sign up for when they play, to ensure they are kept safe and only gamble within their limits. These include setting deposit limits, time limit warnings and self exclusion.
Recently I came across a safer gambling tool when I accidentally set a deposit limit of £5 (I wanted to deposit £10). I had to contact customer services to change the limit to £10. Firstly it took thought from me to find customer service contact details on the website, then I had to wait for a response, then I was told I had to wait for 24 hours before it could be increased. All of these mechanisms in place certainly gave me Time To Think…