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.

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Published
15 September 2026

Last updated
15 September 2026 - Changes

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Contents

• Consumers' views on informed choice in gambling

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• Executive summary
• Introduction
• Method
• • Rapid desk review
  • Qualitative sample design and recruitment
  • Data collection
  • Analysis
  • Ethics
• Qualitative research findings
• • General views on informed choice in gambling
  • Informed choice across the different stages of the Path to Play
• Conclusions
• Appendices
• • Appendix A: Sample Characteristics
  • Appendix B - Glossary of terms

Ethics

Gambling is a sensitive topic, and this study addressed behaviours that may be considered risky or legally complex. A full ethics review was completed ahead of the study’s launch to ensure principles for ethical research were met, and appropriate participant safeguards were in place. This included an internal ethics review conducted by BIT’s ethics specialists, and an external review conducted by the Commission, following their Research Governance Framework.

Informed consent was obtained from all participants ahead of the study. Participants were made aware of available support services, and researchers were briefed on protocols for managing distress during sessions.

Previous section
Analysis

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Last updated: 15 September 2026

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