Gambling Commission launches consumer trust baseline with new GSGB index
2026-07-24
Source: Global Gaming Insider
The Gambling Commission has launched a new consumer trust index as part of its GSGB survey, recording a baseline score of 47.9 out of 100 from past-year gamblers, with findings revealing demographic differences and weaker trust in game fairness and player protection.
The Gambling Commission has established a new yardstick for measuring public confidence in Great Britain's betting and gaming sector, unveiling an inaugural trust index score of 47.9 out of 100 from respondents who had gambled in the preceding year. The index forms part of the regulator's ongoing effort to gauge whether operators are meeting the fairness and openness standards set out under the Gambling Act 2005.
Replacing the Commission's earlier single-question survey method, the new framework aggregates responses across five core dimensions identified through Consumer Voice research conducted with agency Yonder. These dimensions cover regulation and accountability, player protection and safety, transparency and fairness, advertising and promotions, and customer experience.
Initial results showed relatively stronger trust in regulatory accountability and in consumers' comprehension of betting odds and promotional terms. By contrast, trust was notably weaker when it came to perceptions of game fairness and the industry's capacity to safeguard younger and vulnerable individuals. The Commission described the findings as an initial baseline that remains "in development" while further validation work continues through 2026.
Demographic patterns emerged clearly from the data. Trust levels rose consistently with age: respondents aged 18–24 recorded the lowest confidence, while those aged 75 and over reported the highest. Women and adults aged 18 to 44 were more likely to disagree that gambling companies are free from corruption, a trend the Commission linked to possible influences from enforcement actions, media coverage, and concerns about illegal gambling.
Consumer experiences also shaped confidence in licensed operators. The statement "It is quick and easy to withdraw and collect my winnings" received a trust score of 48.7. The regulator noted that withdrawal- and transaction-related complaints accounted for roughly a quarter of all complaints handled by its contact centre between 2024 and 2025, underscoring the importance of seamless payment processes to overall consumer trust.
The Commission confirmed it is developing new GSGB questions focused on participation in illegal gambling websites, with additional findings due later this year. The index arrives as the GSGB expands to become the regulator's primary evidence base for policy development, following publication of its third annual survey. Tracking trust over successive years will help determine whether regulatory interventions and industry practices are improving perceptions across different market segments.
In a separate enforcement action last month, the Gambling Commission sanctioned Spribe after determining that the supplier required an additional hosting licence for its UK operations. The Commission stated that Spribe cooperated throughout the investigation and implemented corrective measures following the earlier suspension of its licence.