Statistics and research release

Initial findings from new data on consumer trust – GSGB

An analysis of data following the inclusion of a new, multi-statement question on consumer trust which has been added to the Gambling Survey of Great Britain (GSGB).

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Collection
Gambling Survey for Great Britain (GSGB)

Series
GSGB: Supplementary analysis and additional insights

Published on
23 July 2026

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Summary

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Additional data sets in this series

Consumer trust has been a longstanding metric of interest to the Gambling Commission and is reported in our annual impact metrics. Previously, we measured public trust in the gambling industry using a single question administered in our consumer surveys, however, the Likert style question had its limitations, particularly in understanding the granularity of what was driving consumer trust in gambling and why.

In 2024, we released the first phase of our research which helped us gain a comprehensive understanding of drivers of consumer trust in the gambling industry. The study identified five overarching themes that influenced consumer trust. It also highlighted the intricate nature of consumer trust and the way that it is underpinned by consumer’s own experiences and perspectives with gambling activities and companies. This resulted in the creation of a new multi-statement question which took account of the key drivers of consumer trust. This was added to the Gambling Survey for Great Britain at the end of 2024.

The new consumer trust question has 8 statements for participants to answer, with 5 of those statements forming a composite trust index (0-100). The higher the score, the higher the measurement of trust.

Throughout 2025 further piloting and validation of the new consumer trust question was conducted by the Commission to refine the question and ensure that it is working effectively. The data is therefore classed as being in development, so findings should be interpreted as indicative rather than definitive and will be refined as more data becomes available throughout 2026.

This report provides headline findings from the first full year of data (collected between January 2025 and January 2026).

This research primarily contributes to our impact metrics , but also supports and feeds into Evidence theme 2 – the range and variability of gambling experiences and Evidence theme 4 – the impact of operator practices from the Commission’s Evidence Gaps and Priorities.

Key facts

The overall composite trust score for people who have gambled in the past 12 months currently sits at 47.9, out of a possible 100.

Overall consumer trust in gambling appears to increase with age, with 18 to 24 year olds reporting lower levels of trust and those 75 and over reporting the highest levels of trust.

Our research in 2024 found that regulatory oversight was a key driver for consumers. This continues to be evidenced through this data, with regulation and accountability having the highest consumer trust score, along with the understandability of odds and offers.

However, consumer trust scores were lower for fairness of games and machines and the protection of young and vulnerable people.

Differences by age, gambling activity, and recent experience demonstrate that trust is not uniform and that consumers hold diverse views depending on their circumstances and patterns of play.