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BeGambleAware launch new World Cup campaign and toolkit

With the World Cup just days away, safer gambling charity BeGambleAware have launched a new campaign this week, aimed at helping raise awareness of the early warning signs of gambling harms.

The campaign highlights the point that all football fans should be able to enjoy the upcoming World Cup without the stress or worry that can come from getting carried away with gambling.

The new campaign is backed by the FSA, along with ex-pros including Peter Shilton, Shaun Wright-Phillips and Lee Hendrie.

BeGambleAware are also offering fans practical advice on how to enjoy the tournament without experiencing ‘Bet Regret’ – the universal ‘sinking feeling’ that people may experience after making an impulsive bet, often when drunk, bored or chasing losses.

  • A full campaign toolkit is available for supporter groups who wish to echo the campaign’s message – download it here.

The toolkit contains social media resources, information and advice for fan groups on how to encourage fans to take practical steps, such as setting money or time limits on gambling apps, along with signposting where support is available for those who might be worried about their gambling.

Gambling can have an adverse effect on both finances and mental health – three in five football fans who bet (62%) have previously felt stressed, anxious or worried about the amount they’ve lost betting. There are concerns this may only get worse during the winter, a time of year already associated with mental health and financial concerns, combined with the issues surrounding the cost of living crisis.

  • Anyone concerned about their gambling, or that of a loved one, can visit for free, confidential advice and support, while the National Gambling Helpline is available on 0808 8020 133 and operates 24 hours a day, seven days a week.

Funding partners

  • The Football Association
  • Premier Leage Fans Fund


  • Gamble Aware
  • Co-operatives UK
  • FSE
  • Kick It Out
  • Level Playing Field
  • Living Wage Foundation
  • Pledgeball