Take Your Time to Think: The Responsible Gambling Initiative

Home » Take Your Time to Think: The Responsible Gambling Initiative

Take Time to Think is the second campaign of the Betting and Gaming Council (BGC). Although the name of the campaign may sound a bit strange, it is against irresponsible gambling. However, as it’s known, irresponsible gambling requires much more than thought. It is clear that the campaign name and slogan are far from perfect. This is certainly not surprising at all since this campaign is primarily funded by the gambling industry. So, it can’t criticize casinos too highly!

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Last updated: June 2024

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Six years ago, the council launched the “When the Fun Stops, Stop” campaign. Besides its logo being totally heterogeneous and having big “fun” and small “stop”, the board promised that the new campaign would be part of their commitment to “raise standards” and protect vulnerable groups.

Many industry experts and gamers alike have doubts about the effectiveness of this new campaign, and that’s what we’ll find out together in this post.

What Is the Take Your Time to Think campaign?

In September 2021, the BGC issued a brief press release stating that the new campaign would be launched with a TV ad series featuring a group of players who started playing for fun. After which, things go wrong, and they decide to stop playing. The main objective of this campaign is to get players to use safer gambling tools when things go wrong.

In addition, both British casinos and gambling new sites not on GamStop will also adopt “Take Time to Think” messages to promote the campaign and its goals, just as was the case with the previous campaign. In fact, it is very difficult at the moment to judge the campaign given that it was launched a short time ago. Furthermore, it is difficult to tell how this campaign differs from its predecessor in terms of objectives and standards

Almost identically, the previous campaign featured a lot of ads showing gambling clients. Both land based and non GamStop casinos must display the “When the fun stops, stop” logo on their platforms, in their promotional messages, and even on their affiliate sites.

All this indicates that the new campaign is nothing more than a change in the look of the logo and name and nothing else. We are afraid to say that this means that this campaign will witness the same fate as the previous one. However, we will try to avoid judgment altogether for now until we reveal the full details of it. However, so far we suspect this campaign offers anything new in favor of responsible gambling.

The first objective of this campaign is to encourage the use of safer gambling tools for a safe and responsible gaming experience. According to the authority, this campaign came after “extensive customer research”.

Who Funds the Take Your Time to Think Campaign?

In general, all UK gambling sites contribute to the financing of this campaign, including but not limited to:

Are There Any Indications of the Campaign Being Successful?

According to the official statement, BGC members ensure that at least 20% of their TV and radio ads will be centred on safer gambling messages. Furthermore, the ratios indicate that about two million customers are already using deposit limits (equal to one in five players).

In addition, the campaign focuses on promoting other self protection methods such as bacta self exclusion, account suspension, time limits, and deposit caps.

The BGC believes that given the success of the When The Fun Stops programme in encouraging more players to use problem gambling tools, the new campaign will be more effective in encouraging customers to consider the safer gambling tools offered by all socially responsible casino.

Thus, players will be able to control their playing style and always stay in control.

What Safe Gambling Tools Is the Take Time to Think Campaign Promoting?

The first message of the Take Time to Think campaign is that before you start playing, it is important that you stop, take your time and think about the safer gambling tools you can use to control your gambling habits.

Both British casinos and non GamStop casinos also offer their customers a wide range of ways to help you enjoy betting on your favourite gambling games without worrying about gambling becoming an addictive activity. In the next section, we’ll give you more details about the tools this campaign is promoting.

Limit Deposit

It is possible to place a limit on both deposit and withdrawal. It is possible for players to set this limit daily, weekly, monthly, and also annually. Remember that you are the one who decides to stay in control of your gambling habits.

Set Time Limits

Just as gambling can be a waste of money, it can also be a waste of time. Therefore, you can set a limit on your gaming session. This way, you can control how much time you spend playing on the platform.

Cool offs

If you feel like stopping by, you can use one of the self exclusion tools of both online casinos and sports betting sites. Check also MOSES application.


The committee claims that the “When the Fun Stops” programme has succeeded in helping to solve problem gambling, but the question arises here: If the previous campaign was already successful, why is this campaign being launched? BGC believes the new campaign will be more effective in encouraging players to stop and think about safer gambling tools – such as timeouts, self exclusion and deposit limits. 

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