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GSGB Review and response to OSR report

Gambling Survey for Great Britain (GSGB) Review and response to Office for Statistics Regulation (OSR) report

Published
24 July 2025

Last updated
24 July 2025 - Changes

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  1. Contents
  2. Appendix 2 - Communications plan

Appendix 2 - Communications plan

Background

The Gambling Commission seeks to be the authoritative, trusted and impartial voice on gambling behaviours, using an evidence-based approach.

The Commission’s strategic focus for 2024 to 2027 includes using data and analytics to make gambling regulation more effective - better evidence will lead to better regulation, which in turn will lead to better outcomes for consumers, the public and licensees. Our Evidence Gaps and Priorities work enables the Commission to fulfil the commitment to better understand the gambling market, behaviour and gambling-related harm.

The Gambling Survey for Great Britain (GSGB) is one of our core data sets for understanding gambling behaviours. The GSGB provides robust and wide-ranging information on gambling behaviours, attitudes towards gambling, information about the consequences of gambling and estimates of Problem Gambling Severity Index (PGSI) scores amongst the adult population.

As part of our Evidence Gaps and Priorities programme, GSGB will be used alongside other data sets to provide the most current and comprehensive picture of gambling in Great Britain.

Objectives

This communications plan seeks to:

  • establish proactive communications that empower all stakeholders with the knowledge, guidance and understanding of GSGB to enable their appropriate use of the official statistics
  • build recognition of GSGB as the authoritative source for gambling participation and prevalence data in Great Britain
  • highlight the insights that GSGB provides and how these contribute to the evidence base.

Audiences

These are the key groups we will communicate with about GSGB. Communication will reach the target audiences through direct contact, networks, third parties and across various channels:

  • academics and researchers
  • consumers
  • industry
  • international gambling regulators
  • local authorities
  • Members of Parliament and government
  • national, regional and trade media.

Key Messages

GSGB provides the official statistics on gambling in Great Britain.

GSGB is the largest survey of its kind in the world. It helps us to understand people’s attitudes and gambling behaviours across Great Britain.

GSGB gives us frequent, reliable data to track changes over time.

GSGB consistently collects data from around 20,000 adults across Great Britain each year, allowing us to spot trends in how gambling behaviours change over time and what’s happening among different groups of people.

GSGB sets a new standard and helps build the complete picture.

GSGB creates a new baseline for understanding gambling in Great Britain using proven and peer-reviewed methods to show the bigger picture.

GSGB uses an independently recognized robust methodology and we are transparent about the strengths and limitations.

GSGB uses an independently recognized methodology and we provide clear guidance on how to use the statistics correctly.

Channels

Owned:

  • GC Website – Specific areas where information and updates on GSGB can be found are:
    • GSGB Hub which includes all data releases, guidance documents and PowerBI dashboard
    • speeches
    • blog posts
    • news stories
  • social Media - LinkedIn
  • stakeholder meetings
  • newsletters – e-Bulletin, Local Authority Bulletin, Parliamentary Newsletter
  • direct mail
  • events and webinars
  • ‘Inside the Commission’ Podcast.

Earned:

  • speaking opportunities at national and international industry meetings, regulatory forums, conferences and events
  • media coverage in regional, national and international press, industry publications and broadcast channels
  • social media – others sharing and/or re-posting GSGB information on their channels
  • statutory advice and guidance
  • referenced in Parliament: Parliamentary Questions, debates
  • House of Commons and House of Lords Library reports.

Evaluation

The Gambling Commission takes evaluation incredibly seriously. Evaluation of our communications programme is key to knowing if we are achieving our outcomes and where we are having the planned impact.

We will monitor and measure the success of our communications programme to assess our impact and ensure we are meeting our objectives. Our approach focuses on indicators aligned to the 3 main objectives to gain meaningful insights while remaining flexible enough to adapt to emerging needs.

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GSGB Review and response to OSR report - Appendix 1
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