Report
Initial findings from new data on consumer trust – GSGB
Initial findings from new data on consumer trust – GSGB
Overall agreement levels
Agreement levels indicate where consumers currently feel most confident and where uncertainty or concern is more prominent. Viewing the data using this method across the statements provides insight into the overall levels of trust within the gambling industry3.
As shown in figure 2, the highest agreement levels relate to the withdrawing of winnings. Just under half of people who gambled in the last 12 months agree that it is quick and easy to withdraw their winnings (49 percent). This suggests that many consumers have a positive experience with this central part of the consumer journey, although there are also many who do not.
The next highest agreement level relates to regulatory accountability, with 48 percent of people who have gambled in the last 12 months agreeing that gambling companies are held accountable by a regulator if their conduct falls short of standards. This indicates that nearly half of consumers perceive oversight mechanisms as functioning effectively, even if broader industry trust is more mixed.
In contrast, the highest levels of disagreement appear in areas relating to fairness and promotional practices. Around two thirds of respondents (70 percent) disagree that gambling games and machines are fair and free of errors, and that promotions and incentives do not encourage excessive gambling (72 percent).
Figure 2: Agreement levels of trust statements among people who have gambled in the last 12 months
| Statement | Agree (percentage) | Neither (percentage) | Disagree (percentage) |
|---|---|---|---|
| It is quick and easy to withdraw and collect my winnings | 49 | 33 | 18 |
| Gambling companies are held accountable by a regulator if their conduct falls short of standards | 48 | 26 | 27 |
| Gambling companies have effective checks in place before they allow people to gamble (for example, ID checks, financial checks) | 25 | 25 | 50 |
| Activities, offers and odds provided by gambling companies are clear, easy to understand and not misleading | 19 | 31 | 50 |
| Effective measures are in place to protect young, and other vulnerable, people when gambling | 14 | 19 | 67 |
| Gambling promotions and incentives don’t encourage excessive gambling | 10 | 18 | 72 |
| Gambling companies are free from corruption | 9 | 29 | 63 |
| Gambling games and machines are fair and free of errors | 8 | 23 | 70 |
Table 5 provides an overview of how agreement with each trust statement varies by age. In general, older respondents were more likely to agree with statements relating to accountability, corruption, and fairness, whereas younger respondents were more likely to agree that effective checks are in place before people are allowed to gamble. These findings are discussed in more detail in the following section, which focuses on individual key themes.
Table 5. Proportion of those who gambled in the last 12 months NET: Agree to trust statements by age
| Statement | 18 to 24 (percentage) | 25 to 34 (percentage) | 35 to 44 (percentage) | 45 to 54 (percentage) | 55 to 64 (percentage) | 65 to 74 (percentage) | 75 and over (percentage) |
|---|---|---|---|---|---|---|---|
| Gambling companies are held accountable by a regulator if their conduct falls short of standards | 37.3 | 40.7 | 44.7 | 48.4 | 50.1 | 54.0 | 59.4 |
| Gambling companies are free from corruption | 8.2 | 7.0 | 7.1 | 8.6 | 8.8 | 10.6 | 15.2 |
| Gambling games and machines are fair and free of errors | 5.9 | 7.9 | 7.7 | 8.0 | 7.4 | 7.6 | 10.2 |
| Activities, offers and odds provided by gambling companies are clear and easy to understand and not misleading | 16.1 | 20.6 | 20.0 | 19.3 | 17.0 | 16.8 | 20.0 |
| Effective measures are in place to protect young, and other vulnerable people when gambling | 13.1 | 14.9 | 13.8 | 15.1 | 13.4 | 13.8 | 18.4 |
| Gambling promotions and incentives don't encourage excessive gambling | 13.6 | 11.2 | 11.1 | 9.4 | 8.8 | 9.3 | 11.9 |
| It is quick and easy to withdraw my winnings | 43.6 | 52.1 | 52.0 | 49.9 | 46.5 | 44.6 | 43.3 |
| Gambling companies have effective checks in place before they allow people to gamble | 32.3 | 32.0 | 26.4 | 23.8 | 19.2 | 16.2 | 19.7 |
| Base size (number) | 616 | 1,781 | 2,119 | 1,921 | 2,276 | 2,103 | 1,378 |
References
3 Where percentages for a question do not add up to 100 percent, this is due to computer rounding.
Composite Trust Score Next section
Drivers of trust
Last updated: 23 July 2026
Show updates to this content
No changes to show.