No Regrets as M&C Saatchi Ad Promotes Responsible Gambling

International ad agency M&C Saatchi is behind a new responsible gambling campaign dubbed Bet Regret.

Bet Regret responsible gambling ad

Fat Media and M&C Saatchi have teamed up for a new responsible gambling campaign called Bet Regret. (Image: BeGambleAware)

Working alongside Fat Media and Good Stuff Media Buyers, the renowned agency is helping to tackle problem gambling in young men.

No Regrets Betting Message

The main aim of the new BeGambleAware campaign is to prevent people from doing something they might later regret.

In defining what Bet Regret means, the advertising agencies have put a particular emphasis on gambling when drunk.

“Bet Regret (noun) – the sinking feeling you get the minute you make a bet without thinking it through. Often when chasing losses, bored or inebriated,” reads the message on

With the Responsible Gambling Strategy Board (RGSB) recently calling for improvements, operators and agencies have stepped up their games.

In line with this trend, BeGambleAware has resumed a previously successful partnership with Fat Media.

“We’ve had some incredible results with BeGambleAware in the past, working on their Responsible Gambling Week campaign, where we achieved a 1,000% increase in traffic to the website,” said Fat Media’s Zara Longhorn.

Although gaming companies have been encouraged to do more, responsible gambling standards have improved in recent years.

In 2018, the Advertising Standards Authority (ASA) found betting brands were acting in a socially responsible way. Following complaints about content from Paddy Power and PlayOjo, the ASA concluded that no rules had been broken.

UK Raising Responsible Gambling Standards

Although the UK Gambling Commission (UKGC) is always looking to raise the bar, operators are gradually falling into line.

Indeed, with the top brands eyeing up the US sports betting market, responsible gambling has come to the fore once again.

Back in March, William Hill announced an extension of its social responsibility initiative. Partnering with the Council on Compulsive Gambling of New Jersey (CCGNJ), the operator funded a media campaign design to tackle gambling addiction.

Between these innovations and the new Bet Regret campaign, the UK setting an example to industry at large.

Although responsible gambling will remain a topic of debate, standards in the UK are some of the highest in the world. With that being the case, local operators should continue thrive, even in the face of tighter regulatory controls.

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