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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.

Published
23 July 2026

Last updated
23 July 2026 - Changes

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Contents

Background

The full project report Exploring drivers of consumer trust in gambling has a comprehensive description of the multi-phased methodology designed to meet this project’s objectives.

A short overview has been provided in a timeline.

  1. January 2024 to March 2024

    A scoping phase comprised of desk research around the concept of trust, and consultation with the Gambling Commission’s Lived Experience Advisory Panel (LEAP)1. This phase also involved reviewing existing consumer trust surveys, and third-party sources (such as Resolver complaints data, and the Commission’s Contact Centre (CC) data).

  2. 13 to 20 March 2024

    An exploratory qualitative phase took place with 24 research participants spread across 4 focus groups.

  3. 10 to 12 June 2024

    An online quantitative survey with 1,000 adults who had gambled at least once in the last 12 months, excluding those that had only played National Lottery products, was conducted, including a Maximum Difference (MaxDiff) exercise (see How to read and interpret this technical report for a definition of MaxDiff).

  4. 5 to 12 July 2024

    12 cognitive interviews, each lasting around 40 minutes, were conducted with research participants representing a broad spectrum of gambling behaviour, to assess their understanding and interpretation of the proposed trust statements to be taken forward into the new Gambling Survey for Great Britain (GSGB) trust question. 4 members from the Commission’s LEAP group also fed into the process again at this stage.

  5. September 2024 to January 2025

    The newly developed trust question is piloted in year 2, wave 4 of the GSGB, fielded between September 2024 to January 2025.

  6. February 2025 to March 2025

    Gambling Commission analysis of the initial trust question pilot data taken from Wave 4, 2024 of the GSGB. Decision to validate the question to explore the reasons behind the “don’t know” responses and test the question on another survey, but question remains on the GSGB survey.

  7. June 2025 to September 2025

    Validation of the trust question using an online quantitative survey to 1,500 people who had gambled in the last 12 months followed by a short mini-qualitative exercise for the same participants. Fieldwork took place between 28 July 2025 to 4 August 2025. The question remains on the GSGB survey.

  8. October 2025 to December 2025

    Following validation, the trust question remains on the GSGB survey to enable the collection of a full year's worth of data.

References

1 The Lived Experience Advisory Panel (LEAP) provides expert independent advice to the Commission based on its members' personal lived experience of gambling harms.

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