Cookies on the Gambling Commission website

The Gambling Commission website uses cookies to make the site work better for you. Some of these cookies are essential to how the site functions and others are optional. Optional cookies help us remember your settings, measure your use of the site and personalise how we communicate with you. Any data collected is anonymised and we do not set optional cookies unless you consent.

Set cookie preferences

You've accepted all cookies. You can change your cookie settings at any time.

Skip to main content
  1. Home
  2. About us
  3. Initial findings from new data on consumer trust – GSGB

Report

Initial findings from new data on consumer trust – GSGB

Initial findings from new data on consumer trust – GSGB

Published
23 July 2026

Last updated
23 July 2026 - Changes

Document actions
Print or save (opens in new tab)

  1. Contents
  2. Executive Summary

Executive Summary

The Gambling Commission, working with Yonder, has undertaken a comprehensive, mixed-methodology research project through its Consumer Voice programme to qualitatively explore the drivers of consumer trust, identify the elements most important to gambling consumers, and develop a new and more effective survey question that could be used to monitor this over time. The question has been piloted on the Gambling Survey for Great Britain (GSGB), and this report presents findings from the first year of data collection. The data is currently in development, with data assurance taking place during 2026 ahead of further publications being shared.

The new survey generates a composite score of consumer trust, with the individual question statements providing greater granularity enabling the Commission to identify any changes in the key drivers of trust over time. This will become an effective tool in understanding the impact of regulatory activity, but also the performance of the wider industry in building and maintaining consumer trust.

The overall composite trust score for people who have gambled in the past 12 months currently sits at 47.9, out of a possible 100. This appears to be driven by higher scores for statements relating to regulatory accountability and the understandability of odds and offers, and lower scores for fairness of games and machines and the protection of young and vulnerable people. The results show that trust varies across different aspects of the gambling experience. Differences by age, gambling activity, and recent experience demonstrate that trust is not uniform and that consumers hold diverse views depending on their circumstances and patterns of play.

The composite trust score offers a baseline for future measurement and continued development of the trust framework. As this measure remains in development, findings should be interpreted as indicative rather than definitive and will be refined as more data becomes available.

Throughout 2026, further analysis and monitoring will be conducted to assess how the updated question performs in practice, including checks on reliability, relevance across gambling behaviours, and comparison to previous findings from the stages of development. The measure will remain in development while this work continues and will only move out of development status once there is sufficient evidence that the statements and composite index operate consistently and provide a robust basis for ongoing reporting.

The data will also be analysed further against a range of other variables available in the GSGB, including new questions that are currently in development about engagement in the illegal market. The role of the illegal market on consumer perceptions and trust in gambling is an important area for follow-up research, which will be explored later in 2026.

Previous section
Contents page Next section
Initial findings from new data on consumer trust - Background
Is this page useful?
Back to top