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Bet Regret Narrative Report

Author: GambleAware Published: April 2021
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Summary

This report by GambleAware provides an overview of the development, implementation and impact of the Bet Regret campaign aimed at reducing risky sports betting behaviours amongst young men in Great Britain from 2018 to 2020.

Topics covered

  • campaign background and strategy development
  • creative execution and media planning
  • measurement of campaign impacts and effectiveness

Key findings

The Bet Regret campaign achieved high awareness and engagement despite limited budget. It successfully raised recognition of risky betting behaviours and the concept of "bet regret".

While the campaign increased consideration of moderating betting, achieving sustained behaviour change remains challenging given the pervasive nature of gambling promotion.

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