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. Understanding and measuring consumer trust in the gambling industry - Full technical report

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.

Published
23 July 2026

Last updated
23 July 2026 - Changes

Document actions
Print or save (opens in new tab)

Contents

Introduction

This report details the technical approach taken towards a comprehensive mixed-methodology study conducted by Yonder Consulting in collaboration with the Gambling Commission as part of the Consumer Voice Research Programme.

The study was designed to assess various aspects of consumer trust of the gambling industry, to inform the Commission of key areas on which to focus to ensure the gambling industry is fair, transparent and open. The research was underpinned by the Commission’s Licensing Objectives as set out in the Gambling Act 2005 (opens in new tab) , its Corporate Strategy, and the Path to Play model.

The primary aim was to gain a comprehensive understanding of drivers of consumer trust towards the gambling industry. The study also assessed how different consumer sub-groups – including those with heightened engagement with gambling – differed in their views on trust.

As well as building the Commission’s consumer understanding, this study had 3 output objectives:

  • to develop a new ‘trust’ question to be integrated into the Commission’s Gambling Survey for Great Britain (GSGB) , with a transparent explanation of the methodology used to develop this question
  • to outline how the Commission could use this question to track trust over time, feeding into future monitoring and measurement of the impact of regulation
  • to offer recommendations on how to repeat and update the trust question, and the accompanying metrics, over time, to ensure it remains relevant and reflects the contemporary consumer reality.

This report focuses on the development process, pilot and validation for the trust question, as well as providing a suite of recommendations for future-proofing the question for future iterations of the GSGB.

Previous section
Contents page Next section
Background - Trust technical report
Is this page useful?
Back to top