| Data definitions | All respondents, year to December 2023 (percentage) | People who have gambled in the past 12 months, year to December 2023 (percentage) | All respondents, year to December 2024 (percentage) | People who have gambled in the past 12 months, year to December 2024 (percentage) |
|---|---|---|---|---|
| Agree that gambling in this country is conducted fairly and can be trusted | 18.2% | 21.3% | 23.3% | 28.7% |
| Disagree that gambling in this country is conducted fairly and can be trusted | 34.5% | 30.5% | 28.2% | 22.2% |
| Neither agree nor disagree that gambling in this country is conducted fairly and can be trusted | 47.3% | 48.1% | 48.5% | 49.1% |
RO2 Fair and open gambling
Consumer perception that gambling is fair and can be trusted
This data is taken from our Consumer Trust research project, which resulted in new survey questions on consumer trust being added to the Gambling Survey for Great Britain (GSGB). GSGB provides regular information about the gaming, betting and playing habits, attitudes and consequences of gambling experienced.
This work replaces the previous data we captured on consumer perception of gambling with a more comprehensive, mixed-methodology derived, multi-statement question. This allows us to better capture the full range of experiences and perspectives of consumers across 5 different themes. These themes are:
- regulation and accountability
- protection and safety measures
- transparency and fairness
- advertising and promotion
- customer experience and support.
Using the data from all 5 themes, we have calculated overall composite trust scores. The full methodology for how we calculate this composite score can be found in the Consumer trust technical report.
Consumer perception in itself is not evidence that gambling is fair and can be trusted, and can be impacted by, for example, media coverage. However, it does provide an indicator of consumer confidence in our regulation. This more granular data now provides greater insight on the drivers of consumer trust and will enable us to be more targeted in our regulatory response.
Composite score by core statement
| Year | Composite score statements | Score1 |
|---|---|---|
| 2025 | Gambling companies are held accountable by a regulator if their conduct falls short of standards | 66.3 |
| Activities, offers and odds provided by gambling companies are clear, easy to understand and not misleading | 50.1 | |
| Gambling companies are free from corruption | 42.8 | |
| Effective measures are in place to protect young, and other vulnerable people when gambling | 41.6 | |
| Gambling games and machines are fair and free of errors | 40.1 | |
| Overall composite score | 47.9 |
1 Scored out of 100.