Customer happiness with treatment by Licensees
This data is sourced from our Gambling Survey for Great Britain (GSGB) statistics from people who have gambled within the previous 12 months.
From 2023, we started to ask people who have gambled in the last 12 months how happy or unhappy they were with the way licensees have treated them. We then ask those who were unhappy whether they made a complaint.
Customer complaints can be an indicator of whether the customer believes a licensee will put things right when they go wrong. Our interest in this metric is particularly focused on customers who may have had reason to complain but did not make the complaint. This could be an indicator that the customer did not believe their complaint would be treated seriously or did not know how to make a complaint.
The aim of our regulatory activity is to empower customers to raise complaints, and to ensure our licensees handle those complaints fairly.
Percentage of respondents who have gambled in the past 12 months who were happy or unhappy with the way gambling businesses have treated them
| How happy or unhappy were you with the way gambling businesses have treated you? | March 2023 (percentage) | March 2024 (percentage) |
|---|---|---|
| Very happy | 11% | 6% |
| Happy | 16% | 15% |
| Neither | 69% | 74% |
| Unhappy | 2% | 2% |
| Very unhappy | 2% | 3% |
Action taken by people who have gambled in the past 12 months who were unhappy or very unhappy with the way gambling businesses have treated them
| Action taken | March 2023 (percentage) | March 2024 (percentage) |
|---|---|---|
| Made a complaint† | 16% | 26% |
| Did not take action but wanted to complain | 39% | 13% |
| Did not need to complain | 45% | 61% |
Notes
†Complaints made directly to the gambling business, to the Gambling Commission, to an Alternative Dispute Resolution (ADR) body or through a complaints handling tool such as Resolver.