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Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

Published
3 October 2024

Last updated
3 October 2024 - Changes

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  1. Contents
  2. Conclusions and next steps

Conclusions and next steps

What have we learnt?

In summary, this study has identified that trust in the gambling industry is shaped by a complex interplay of factors, ranging from the immediate play experience to broader concerns about regulation, corruption, and the protection of vulnerable groups.

While the industry is generally perceived to offer a satisfactory play experience, deeper issues related to regulatory oversight and the perception of corruption within the industry remain critical to building and maintaining long-term trust.

Enhancing the visibility and independence of the Gambling Commission (the Commission) as a regulatory body, addressing concerns about the protection of young and vulnerable individuals, and maintaining a balanced approach to regulation that is firm on industry conduct but not overtly restrictive of play will be key to sustaining trust in the industry.

Additionally, the role of advertising and marketing, while nuanced, must be managed carefully to avoid undermining trust while respecting consumer choice. Ultimately, the industry's ability to balance these competing demands will determine its success in maintaining both trust and consumer satisfaction. Continuing to monitor the nuanced landscape of trust will be important to maintain this balance, as the industry, and the experience of the consumer, continues to evolve.

Next Steps

A further technical report to be released at a later date will summarise the process behind the selection of statements to form a new question that can be used to track consumer trust over time in the Gambling Survey for Great Britain (GSGB).

Data from the new question is being piloted on the online version of the Year 2, wave 2 GSGB survey. Following the assessment of the pilot findings and making any necessary changes to the approach, the new question will be added to the paper questionnaire and will be asked to the whole sample every quarter from 2025 onwards.

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Quantitative phase: key findings Next section
Appendix 1 - Desk research published sources
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