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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

Statement development

Following the qualitative phase, an initial list of statements was developed for quantitative assessment. A total of 25 statements were developed for testing in the quantitative survey, covering the thematic findings. This was iterative process, with several drafts of the statements produced in conjunction with the Gambling Commission and wider consultation with LEAP.

Statements were developed in conjunction with the themes identified in the qualitative research, with specific wording refined from the Gambling Commission’s Licensing Objectives as set out in the Gambling Act 2005, and its Corporate Strategy, and the Path to Play model to inform appropriate statements. Statements were bucketed into 6 distinct categories. These categories were:

• regulation and accountability
• protection and safety measures
• transparency and fairness
• advertising and promotion
• customer experience and support
• reputation.

Previous section
Qualitative phase Next section
Quantitative survey

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Last updated: 23 July 2026

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