Report
Initial findings from new data on consumer trust – GSGB
Initial findings from new data on consumer trust – GSGB
Next steps
The trust statements and composite index remain in development. Building on the outcomes of the validation exercise and feedback from stakeholders, the wording of the question has been updated and incorporated into both the paper and online versions of the 2026 GSGB questionnaire. These changes aim to improve clarity, relevance, and consistency in the trust measure. Core details on the validation exercise and question development can be found in the technical report.
The revised question that has been added to the 2026 survey is as follows:
The next question asks for your thoughts on how gambling companies operate.
Based on your own personal views and experiences of the gambling activities you have engaged in (such as betting, bingo and lottery), both online and in person, even if you take part occasionally/infrequently.
How much do you agree or disagree with the following statements?
Gambling companies are held accountable by a regulator if their conduct falls short of standards.
Gambling companies are free from corruption.
Gambling games and machines are fair and free of errors.
Odds and offers provided by gambling companies are clear and easy to understand.
Effective measures are in place to protect young, and other vulnerable, people when gambling.
Answer options:
a) Agree strongly
b) Agree slightly
c) Neither agree nor disagree
d) Disagree slightly
e) Disagree strongly
f) Don’t know/Not applicable
And how much do you agree or disagree with the following?
Gambling companies have effective checks in place before they allow people to gamble (e.g. ID checks, financial checks).
Gambling promotions and incentives don’t encourage excessive gambling.
It is quick and easy to withdraw and collect my winnings.
Answer options:
a) Agree strongly
b) Agree slightly
c) Neither agree nor disagree
d) Disagree slightly
e) Disagree strongly
f) Don’t know/Not applicable
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 data 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 sectionInitial findings from new data on consumer trust - Conclusion
Last updated: 23 July 2026
Show updates to this content
No changes to show.