Guidance
Consumer Perceptions of the Complaints Process
Consumer Perceptions of the Complaints Process
Scenario 1
“Imagine you’ve been gambling online for several hours. You lost track of time and spent more money than you planned. The gambling company did not contact you or check you were ok.”
Likelihood of making a complaint
| Strongly Agree | Agree | Neither | Disagree | Strongly Disagree | Don’t Know |
|---|---|---|---|---|---|
| 8% | 14% | 18% | 16% | 26% | 17% |
There is a sense of uncertainty amongst gamblers when asked if they’d make a complaint in a situation where they had spent more time and money than planned, with 17% of gamblers selecting ‘Don’t Know’. 42% of respondents disagreed that they would make a complaint in this situation.
| NET Agree | Base size | |
|---|---|---|
| Total | 23% | 1480 |
| Male | 26% | 708 |
| Female | 19% | 772 |
| 18-24 | 28% | 152 |
| 25-34 | 20% | 251 |
| 35-44 | 22% | 248 |
| 45-54 | 23% | 293 |
| 55-64 | 22% | 233 |
| 65+ | 24% | 303 |
| Non-problem gambler | 19% | 962 |
| Low-risk gambler | 20% | 226 |
| Moderate risk gambler | 31% | 148 |
| Problem gambler | 45% | 144 |
| Made a complaint | 41% | 197 |
Reasons for agreeing to make a complaint to the gambling company
Approximately 335 gamblers agreed that they’d make a complaint in this situation. Some respondents feel that the operator has a duty to protect and inform consumers. Some cite this as a ‘moral duty’ that applies ‘at all times’ but for others, it appears to be conditional on the individual using on-screen reminders and other safer gambling tools.
1). It is the operator’s responsibility to protect and inform consumers in these situations (c. 50% of those who agreed).
“I think any company offering gambling activates has a moral responsibility to also offer reminders to customers. I think this warrants a complaint.”
“If I've selected for on screen reminders to let me know how long I've been playing, and they don't inform me of this, they're breaking their own rules. Those reminders are there so we the consumer can make an informed choice of we want to continue playing or not, if we do lose track of time.”
2). A number of respondents cited that they would complain, but ‘in hope rather than expectation’ and had concerns about not being taken seriously (c. 8% of those who agreed).
“I would be wary of having too much confidence in a complaint being worth the effort. However I'm aware of gambling companies' increasing willingness to at least appear to be supportive in tackling the problem of gambling addiction”
“I’m not sure they would act in anyone other than the bookmakers interests”
3). Other reasons: for example wanting to try and get their money back or to get a quicker response (c. 8% of those who agreed).
“To get quicker response”
“So I could get a refund or a compensation”
“Makes sense although I do not gamble and would never need to use this tool”
Across both those who agreed and disagreed that they would make a complaint in this situation, c. 55 respondents felt that both themselves and the operator should have joint/partial responsibility for ensuring consumers are spending within their means.
Reasons for disagreeing to make a complaint to the gambling company
Approximately 640 gamblers disagreed that they’d make a complaint in this situation. Similar to the findings from the 2CV research, most respondents felt that it was their own choice to gamble, and therefore their own responsibility to monitor time and money spent gambling – hence they wouldn’t make a complaint in this situation. A small number of respondents, falling across the ‘agree’ and ‘disagree’ categories felt some level of uncertainty as to how a complaint would be received, citing comments such as ‘it would be made in hope rather than expectation’.
1). It is my own responsibility and choice to spend time and money on my gambling (c. 76% of those who disagreed)
“I am an adult and if I can't control myself and my gambling then it's just my problem. I would not complain.”
“Unless I'd specified I wanted alerts about my gambling, I wouldn't expect them to be prompted to offer such alerts, so there would be nothing to complain about. If I have a problem gambling then it's my problem to fix, and the first step would be activating those alerts.”
2). Some respondents said they would be unlikely to complain as they felt they wouldn’t be listened to, and so wouldn’t waste their time (c. 12% of those who disagreed)
“I don't think they would believe me, and I would not feel that I could prove that I overspent.”
“I don’t think the company would accept that it had a duty towards me in that situation, whether or not they should.”
“They're only interested in making money so why would they care that a small percentage feel that they had a bad experience”
3). A minority of respondents felt that they would be ‘blamed’, or ignored by the operator if they were to make a complaint in the situation (c. 3% of those who disagreed)
“Because they would say it's my own fault”
“Who made me stay online gambling. Think the company would say it was down to me”
“I would presume the company would say I was responsible for my actions”
Across both those who agreed and disagreed that they would make a complaint in this situation, c. 55 respondents felt that both themselves and the operator should have joint/partial responsibility for ensuring consumers are spending within their means.
Attitudes surrounding the complaints process
| Strongly Agree | Agree | Neither | Disagree | Strongly Disagree | Don't Know | |
|---|---|---|---|---|---|---|
| I don't think the gambling company would take my complaint seriously | 22% | 32% | 17% | 6% | 4% | 18% |
| I would prefer to complain to an independent body, rather than directly to the gambling company | 14% | 21% | 28% | 8% | 10% | 20% |
| I expect the experience of making a complaint to have a satisfactory outcome | 12% | 17% | 24% | 14% | 14% | 19% |
| I would expect my money to be refunded if my complaint was upheld | 15% | 17% | 19% | 12% | 19% | 18% |
| If I received a positive outcome from the complaint, it would give me the confidence to make a complaint again in future if I had a problem | 24% | 34% | 20% | 2% | 3% | 17% |
| If I received a refund, I would use the money to gamble again | 5% | 10% | 27% | 9% | 28% | 22% |
Consumers have concerns around how their complaint would be received, with over half (55%) of gamblers agreeing that they think the gambling company wouldn’t take their complaint seriously. Around 6 in 10 respondents felt that if they received a positive outcome from a complaint, it would give them the confidence to make another in future if they had a problem.
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Consumer Perceptions of the Complaints Process: Scenario 2
Last updated: 15 January 2024
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