Statistics and research release
Exploring consumer views on informed choice in gambling
Findings from a research project to explore how consumers understand the meaning of “informed choice” in gambling.
Summary
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This report contains findings from a research project that set out to establish what "informed choice" means to gambling consumers in practice, moving beyond the regulatory principle to the lived experience of making decisions while gambling. The research was conducted by the Behavioural Insights Team (BIT) as part of the Gambling Commission’s Consumer Voice Programme and strengthens the evidence base feeding into the evidence themes on the impact of operator practices within the Commission’s Evidence gaps and priorities programme of work.
To build a comprehensive picture of the concept of informed choice within gambling, BIT conducted a rapid desk review of 53 sources, 3 deliberative focus groups, and 4 in-depth interviews with players at higher risk of harm, mapping findings against the Commission's Path to Play framework.
In this research, the term 'informed choice' is used to refer to consumers' own understanding of what is needed to make gambling-related decisions. While the Commission's current regulatory framework defines informed choice in relation to fairness, transparency and the provision of clear information to consumers, this research focuses on how consumers themselves interpret and experience informed choice when gambling.
Key facts
The research highlighted key insights towards a consumer-led definition of informed choice.
Availability of information does not equal informed choice
Some consumers described information existing on a platform, but this did not translate into understanding because it was hard to find, difficult to interpret, or surfaced at the wrong moment. Information needs to be understood, not simply available. Availability alone does not create informed choice.
Informed choice and information needs change across the consumer gambling journey
Consumers viewed informed choice as an ongoing state rather than a decision made only at the start of play. The ability to make informed choices can be affected before play by the wider information environment, and can be eroded during play by design, pace, and emotional state.
Gambling companies have a responsibility to protect consumers
Consumers noted that gambling companies have a responsibility to support informed choice and take a commitment towards consumer protection, particularly for those at greater risk of gambling harm. People have different levels of literacy, understanding and capability. Effective approaches to informed choice should recognise these differences and ensure that information is accessible, understandable and meaningful to a wide range of consumers.
A consumer-led baseline definition of informed choice
This research proposes a consumer-centred definition of Informed Choice to guide future work.
Informed choice in gambling is a consumer’s ongoing ability to understand and act on information relevant to their decisions at each stage of play.
Rules, odds, mechanics, costs and risks should be presented with the same prominence as promotions and rewards, in ways consumers can understand and use.
Information and support should adapt to a consumer’s experience, capability and changing circumstances, alongside a commitment to protecting consumers, particularly those at greater risk of harm.
Informed choice is shaped by the wider information environment before play and can be undermined during play by product design, pace and emotional state.
This definition extends current approaches by treating informed choice as an ongoing state rather than a pre-play decision, emphasising understanding over information availability alone, strengthening the role of gambling companies in consumer protection, and recognising differences in literacy, capability and risk.
Details
Full publication
View the ‘Exploring Consumer Views on Informed Choice in Gambling’ research report.
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