Data released in the wake of this year’s event - which ran from November 1 to 7 - show that it generated nearly 25 million social media impressions, meaning the number of times Safer Gambling Week content was displayed on the likes of Twitter, Facebook and Instagram.

That is a 19 per cent increase on 2020, when there were just under 21 million impressions.

In addition, the number of impressions on Safer Gambling Week’s own Twitter, Instagram and Facebook accounts jumped from 800,000 in 2020 to 1.4 million this year – an increase of around 75 per cent.

Among the well-known sporting figures to support Safer Gambling Week 2021 by filming social media videos were former England striker Michael Owen, heavyweight boxer Anthony Joshua, top jockey Rachael Blackmore and horseracing legend AP McCoy.

A large number of cross-party senior MPs and peers - including gambling minister Chris Philp and several shadow ministers – also gave their backing to the campaign.

The aim of Safer Gambling Week is to kickstart a national conversation on the vital subject between staff, customers and their friends and family, as well as highlight the range of tools that are available to help people stay in control of their betting.

Latest figures released by the Gambling Commission suggest the rate of problem gambling fell from 0.6 per cent to 0.3 per cent in the past year, while the rate of those deemed at ‘moderate risk’ of harm has also come down from 1.2 per cent to 0.7 per cent.

BGC chief executive Michael Dugher said: “It’s great news that this year’s Safer Gambling Week was such a huge success.

“It is now an established annual event creating a national conversation on the importance of safer gambling, the tools that are available and the help that’s out there.

“Once again, this shows the regulated betting and gaming industry’s commitment to continuing to raise standards. But our commitment to safer gambling is not just for one week of the year. Safer gambling is our mission for every week of the year.

“Millions of people enjoy a bet safely and responsibly, and the fall in problem gambling rates suggests that the work we have done at the BGC to promote safer gambling is starting to have an impact. But we are not complacent and will continue our efforts to raise standards even higher.”