Report
Consumers' views on informed choice in gambling
Findings from a research project to explore how consumers understand the meaning of “informed choice” in gambling.
Data collection
The deliberative format was chosen because it allows participants not only to share their individual views but also to engage with new information, consider different perspectives, and develop more considered positions over the course of the session. This was particularly important given the complexity of informed choice as a concept. Each session moved through a structured discussion covering participants' initial understanding of informed choice, their views on the Gambling Commission's current definition, their experiences of making informed decisions at different stages of the gambling journey, and their views on who should bear responsibility. Stimulus materials, including a working definition of informed choice based on existing evidence, screenshots of gambling platforms, and examples of game descriptions and odds displays, were used to ground discussions in real-world experiences.
The 4 in-depth interviews followed a similar structure but allowed for deeper exploration of individual experiences, particularly around how platform design and operator practices intersected with periods of higher-risk gambling.
Topic guides for the focus groups and interview schedules were reviewed by the Gambling Commission's Lived Experience Advisory Panel (LEAP) to ensure that research materials met appropriate standards of care and reflected the perspectives of people with lived experience of gambling.
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Analysis
Last updated: 15 September 2026
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