Statistics and research release
Understanding and measuring consumer trust in the gambling industry - Full technical report
This report details the technical approach taken towards the research into drivers of consumer trust and subsequent validation exercise.
Summary
Also published recently
This report details the technical approach taken towards the research into drivers of consumer trust and subsequent validation exercise. This research was conducted by Yonder in collaboration with the Gambling Commission through the Consumer Voice Research Programme.
Key facts
This multi-stage research included:
A Scoping Phase – Involving desk research to understand the concept of trust, a consultation with the Gambling Commission’s Lived Experience Advisory Panel (LEAP) and a review of existing surveys related to trust in gambling.
Developing Trust Statements - To identify the factors that consumers consider most important when it comes to trust in the gambling industry. This was achieved through focus groups, a quantitative survey, cognitive interviews, and a “refine and prioritise” stage to identify 8 key trust statements for inclusion in the Gambling Survey for Great Britain (GSGB).
Piloting - The trust statements were piloted in GSGB Year 2 (2024), Wave 4, with fieldwork conducted between September 2024 and January 2025.
Validation - Using Yonder’s omnibus survey to validate the 8 trust statements, explore why more respondents were selecting “don’t know’s” compared to in the initial project, and to test whether the overall trends that were noted in the pilot data were broadly in line on another survey.
Recommendations - Yonder gave recommendations on how to improve the trust question following the validation exercise. This included editing the lead in wording of the question and adding a ‘not applicable’ response option.
Next Stage
Measuring Trust
The 8 trust statements and composite index remain in development. An updated version of the question has been incorporated into both the paper and online version of the 2026 GSGB questionnaire.
Throughout 2026, further analysis and monitoring will be conducted to assess how the updated question performs in practice, including checks on reliability, relevance across gambling behaviours, and comparison to previous findings from the stages of development.
The measure will remain in development while this work continues and will only move out of development status once there is sufficient evidence that the statements and composite index operate consistently and provide a robust basis for ongoing reporting.
Details
Full publication
More details on the research approach can be found in the full technical report.
Data and downloads
There are no files for this release.