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

Rapid desk review

A rapid desk review was conducted ahead of the qualitative fieldwork to establish an evidence base and inform the design of topic guides and stimulus materials. The review covered 2 areas: existing evidence on informed choice within the gambling sector, and how informed choice is defined and operationalised in 3 comparator regulated sectors (financial services, energy, and online safety). In total, 53 sources were assessed, including experimental studies, meta-analyses, regulatory frameworks, and policy papers. Findings were mapped against the Gambling Commission's Path to Play framework to connect the evidence to specific stages of the consumer journey.

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Qualitative sample design and recruitment

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Last updated: 15 September 2026

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