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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.

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Published
23 July 2026

Last updated
23 July 2026 - Changes

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Contents

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

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• Introduction
• Background
• How to read and interpret this technical report
• Strengths and limitations
• Statement selection process
• • Scoping phase
  • Lived experience consultation
  • Qualitative phase
  • Statement development
  • Quantitative survey
  • Cognitive testing
  • Final statement selection
• Pilot and validation exercise
• Revised Trust Question
• Developing a composite index score
• Recommendations for future use
• Appendices

Lived experience consultation

Following desk research, the Gambling Commission’s Lived Experience Advisory Panel (LEAP) was convened to investigate the 4 identified factors influencing trust, both positively and negatively, within and surrounding the gambling sector. A 90-minute online group discussion was held with 9 LEAP panel members, facilitated by Yonder.

The objective of the panel discussion was to conduct an exploration of trust dynamics, ensuring that the research captured a wider spectrum of experiences from people who engage in gambling activities. This included individuals across different gambling experiences, including those at risk of gambling-related harms due their own or someone else's gambling. By bringing together diverse perspectives, the panel aimed to develop insights that would contribute to more effective and sensitive approaches to trust-building within the sector.

When considering trust in the gambling industry, the following themes were highlighted by LEAP, which built on similar findings found in the desk research relating to transparency and customer interaction, and helped to inform the qualitative phase.

Clarity and transparency: Clear, straightforward communication and transparent terms and conditions (T&Cs) are essential for building trust, helping prevent misunderstandings that can erode confidence.

Empathy and human interaction: Customer support that demonstrates empathy, especially during challenging situations, fosters a positive perception of a company’s commitment to its users’ wellbeing.

Responsiveness and accountability: Operators or regulators that admit mistakes promptly and resolve issues efficiently build a reputation for reliability and accountability, which strengthens consumer trust.

Reliability and reputation: Consistent service and a strong market presence, supported by positive reviews or certifications, increase trust.

Previous section
Scoping phase Next section
Qualitative phase

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Last updated: 23 July 2026

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