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

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

---

• 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

Revised Trust Question

Revised Trust Question piloted during 2025:

This version of the trust question was added to both the online and paper GSGB survey during 2025:

The next question relates to consumer trust in the gambling industry.

Thinking about all the activities you have engaged in (such as betting, bingo and lottery), both online and in person, how much do you agree or disagree with the following statements?

• gambling companies are held accountable by a regulator if their conduct falls short of standards
• effective measures are in place to protect young, and other vulnerable, people when gambling
• gambling companies have effective checks in place before they allow people to gamble (for example ID checks, financial checks)
• activities, offers and odds provided by gambling companies are clear, easy to understand and not misleading
• gambling promotions and incentives don't encourage excessive gambling
• it is quick and easy to withdraw and collect my winnings
• gambling games and machines are fair and free of errors
• gambling companies are free from corruption.

Answer options:

1. agree strongly
2. agree slightly
3. neither agree nor disagree
4. disagree slightly
5. disagree strongly
6. don’t know.

Revised Trust Question used from 2026 onwards:

This version of the trust question was added to both the online and paper GSGB survey at the beginning of 2026. The question is still classed as being in development while further analysis and assessment takes place.

The next question asks for your thoughts on how gambling companies operate. 

Based on your own personal views and experiences of the gambling activities you have engaged in (such as betting, bingo and lottery), both online and in person, even if you take part occasionally/infrequently.

How much do you agree or disagree with the following statements?  

• gambling companies are held accountable by a regulator if their conduct falls short of standards
• gambling companies are free from corruption
• gambling games and machines are fair and free of errors
• odds and offers provided by gambling companies are clear and easy to understand
• effective measures are in place to protect young, and other vulnerable, people when gambling.

Answer options:

1. agree strongly
2. agree slightly
3. neither agree nor disagree
4. disagree slightly
5. disagree strongly
6. don’t know and/or not applicable.

And how much do you agree or disagree with the following?

• gambling companies have effective checks in place before they allow people to gamble (for example, ID checks, financial checks)
• gambling promotions and incentives don’t encourage excessive gambling
• it is quick and easy to withdraw and collect my winnings.

Answer options:

1. agree strongly
2. agree slightly
3. neither agree nor disagree
4. disagree slightly
5. disagree strongly
6. don’t know and/or not applicable.

Previous section
Pilot and validation exercise - Trust technical report Next section
Developing a composite index score - Trust technical report

---

Last updated: 23 July 2026

Show updates to this content

No changes to show.