Report
Understanding and measuring consumer trust in the gambling industry - Full technical report
The understanding and measuring consumer trust in the gambling industry full technical report from The Gambling Commission.
Appendices
The Exploring Drivers of Consumer Trust in Gambling published report is available.
Appendix A: Quota and weighting targets for representative online survey
| Group | Target (percentage) |
|---|---|
| Male | 55% |
| Female | 45% |
| Ages 18 to 24 | 9% |
| Ages 25 to 34 | 18% |
| Ages 35 to 44 | 20% |
| Ages 45 to 54 | 19% |
| Ages 55 to 64 | 16% |
| Ages 65 years and over | 19% |
| Working | 66% |
| Not working | 34% |
| Scotland | 8% |
| North East England | 5% |
| North West England | 13% |
| Yorkshire and Humber | 10% |
| West Midlands | 9% |
| East Midlands | 6% |
| Wales | 5% |
| East England | 8% |
| London | 16% |
| South East England | 11% |
| South West England | 8% |
Appendix B: Link to Trust Questionnaire and data tables
Exploring drivers in consumer trust data tables
Appendix C: Full list of trust statements for initial quantitative assessment
Regulation and accountability
The statements on regulation and accountability were:
- Gambling companies are overseen by a regulator and held accountable for their conduct if it falls short of standards
- Gambling companies are licensed in Great Britain
- Gambling companies are free from corruption and manipulation.
Protection and safety measures
The statements on protection and safety measures were:
- Effective measures are in place to ensure young people and other vulnerable groups are protected from being harmed or exploited by gambling
- Gambling companies have effective checks in place before they allow people to gamble (for example, ID checks, financial checks)
- Gambling companies have effective measures in place to protect my data/personal information
- Gambling companies offer customers gambling management tools such as deposit and time limits, or self-exclusion schemes
- Gambling companies signpost to external sources of help and support for people who are struggling with their gambling
- Gambling companies intervene if they think that someone needs help with their gambling (such as, struggling with the amount of money or time spent gambling).
Transparency and fairness
The statements on transparency and fairness were:
- Games and machines are regularly tested to ensure game conditions are accurate, fair, and free from faults or errors
- Odds and win ratios accurately represent the likelihood of winning
- Odds and win ratios are prominently displayed in places I gamble
- Terms and conditions are easy to understand when gambling
- Terms and conditions are prominently displayed in places I gamble.
Advertising and promotion
The statements on advertising and promotion were:
- Gambling companies promote safer gambling and highlight the potential risks involved in their adverts
- Personalised advertising and offers (for example, emails, texts, and app notifications) are not excessive
- Affiliates who promote gambling (such as, tipsters, partners, influencers, content creators) are transparent about marketing products on behalf of gambling companies
- Offers, odds, and products advertised by gambling companies are clear, easy to understand, and not misleading
- Gambling promotions and offers reward players without promoting excessive play or betting.
Customer experience and support
The statements on customer experience and support were:
- That it is quick and easy to withdraw my winnings
- Gambling companies are easy to contact and resolve issues or complaints promptly
- Gambling companies treat customers the same whether they are winning or losing
- Gambling companies demonstrate excellent customer service.
Reputation
The statements on reputation were:
- Gambling companies are a familiar or reputable name
- The companies I am gambling with are recommended by people I know (such as, friends, family, peers).
Appendix D: Cognitive testing objectives
1. Comprehension:
- Do consumers clearly understand the question? Does it address what we intend to ask?
- Are there specific terms or words that may be difficult to understand, such as industry jargon or regulatory language?
2. Response Options:
- Are the provided response options (e.g., Likert scale) appropriate for how consumers would like to express their answers?
- Regarding the question on trust in the industry, have any important areas or topics been overlooked?
- Are there any questions consumers are unwilling or hesitant to answer?
3. Question Bias or Sensitivity:
- Can consumers restate the question in their own words? How does their interpretation differ from the original phrasing?
- Are there any words that might be triggering, or should there be a consideration of adapting the language?
4. Gambling Literacy and Social Bias: Did consumers find the question easy or difficult to answer? What factors contributed to their experience?
5. Recall Difficulty, Fatigue, or Bias: How did consumers arrive at their answers? How far back in time were they recalling to respond to the question?
Appendix E: Cognitive testing sample frame
| Depth Number | Age | Gender | SEG (including 1 to 2 x Ethnic Minority) | PGSI |
|---|---|---|---|---|
| 1 to 2 | Frequent gamblers (at least a few times a month) | x2 Male x2 Female |
1 x B 1 x C1 1 x C2 1 x D |
2 x PGSI 8 and above |
| 3 to 4 | Frequent gamblers (at least a few times a month) | x2 Male x2 Female |
1 x B 1 x C1 1 x C2 1 x D |
7 x 0 to 7 PGSI |
| 5 to 9 | Occasional gamblers (less than once per month) | Minimum x2 Male Minimum x2 Female |
1 to 2 x B 1 to 2 x C1 1 to 2 x C2 1 to 2 x D |
7 x 0 to 7 PGSI |
| 10 to 12 | Those who use National Lottery or scratchcards only | Minimum x1 Male Minimum x1 Female |
1 to 2 x BC1 1 to 2 x C2D |
0 PGSI |