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Safer betting: FSA & GambleAware team up to educate supporters

This season the FSA and GambleAware are teaming up to promote safer gambling around football, educating supporters and clubs around the risks of problem gambing.

Have you ever made an impulsive bet you knew you shouldn’t have?

Bet Regret (noun) – the sinking feeling you get the minute you make a bet without thinking it through. Often when drunk, bored, or chasing losses.

Bet Regret is the UK’s largest ever national safer gambling campaign led by GambleAware, the independent charity tasked with reducing gambling harms in Great Britain and we, the Football Supporters’ Association, have partnered with GambleAware to support the campaign and promote safer gambling.

About the campaign

There are an estimated 1.7m young men aged 16-34 who gamble regularly on football, mainly online.  This campaign speaks to this audience to raise awareness of impulsive betting, to encourage moderation and reduce gambling-related harm by getting them to reconsider their betting behaviour, as well as help their friends and partners recognise the warning signs of Bet Regret.

Bet Regret describes the universal feeling of remorse people often get when they make an impulsive bet – the kind of bet that bettors say they will know they will kick themselves for the moment they made it.

The campaign was launched earlier this year across major TV, outdoor, digital and radio advertising.  It has featured at half-time during a series of Premier League matches on Sky and BT Sport with the first advert being shown during the Manchester United vs Liverpool fixture in February 2019.

There are 2.4 million young men that are at highest risk of a developing a gambling problem, and 340,000 problem gamblers.

A survey conducted by Ipsos MORI on behalf of GambleAware provides a snapshot of the current attitudes and behaviours of younger male sports bettors. 63% of respondents also said that there are too many opportunities to bet nowadays, with 67% agreeing that it is easy to get drawn in to make impulsive bets.

Extending the campaign

As well as the advertising campaign, there have been a number of initiatives and activations to connect with football fans directly and speak to them in the community about Bet Regret.

These include:

  • Encouraging fans to stop betting after a few drinks by putting their phones away during the Liverpool vs. Chelsea in the pub with the help of Liverpool legend Luis Garcia
  • A travelling barber tour visiting football grounds and universities across the country offering free haircuts in exchange for learning about Bet Regret
  • A nationwide Bet Regret Cup 5-a-side tournament where 170 teams fans battled it out for a place in the national finals in Shoreditch to play against a team of ex-England internationals including David James, Sol Campbell, Shaun Wright-Phillips, Joleon Lescott, Paul Konchesky and Carlton Cole

Why the FSA are involved

With commercial partnerships between clubs and bookmakers becoming increasingly common, supporters were asked if they felt their club was doing enough to warn of the risks of gambling – and only 10% of fans felt that they were.

Additionally, only 13% of respondents agree that they are (or would be) happy for their club to be sponsored by a gambling company.

The FSA’s partnership with the Bet Regret campaign will see a number of exciting initiatives launched throughout the 2019-20 season. These will include some new plans, such as a live show tour with ex-pros talking all things football tactics and safer gambling.  More information on these will follow.

Make sure you support the campaign and tell your mates about #BetRegret

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Funding partners

  • The Football Association
  • Premier Leage Fans Fund


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