British regulator flags shortcomings in how gambling operators provide information to consumers
Consumers told the Gambling Commission that information is often unclear and difficult to find.
Key takeaways:
- The British Gambling Commission has released research showing that gamblers often differentiate between information being available and actually feeling informed, with many finding key details hard to locate, unclear or poorly timed.
- Participants highlighted shortcomings, such as assumptions about odds literacy, generic safer gambling messages, and operators treating all customers as one group, while calling for more personalised and adaptive consumer protection measures.
- The study concluded that informed choice should be defined as an ongoing ability to understand and act on relevant information throughout every stage of gambling, with equal prominence given to rules, risks and costs alongside promotional offers.
UK.- The British Gambling Commission has published new research examining how gamblers define “informed choice” as the regulator puts more emphasis on consumer perspectives. The findings highlighted several shortcomings in how gambling information is delivered and found a recurring theme: consumers often distinguish between information being available and actually feeling informed.
Conducted by the Behavioural Insights Team and introduced by Commission Strategy Manager Donna Bateman, the study drew on 53 evidence sources, three deliberative focus groups and four in-depth interviews with people considered at higher risk of gambling harm.
Rather than assessing whether operators provide sufficient information under the existing regulatory standards, researchers explored how consumers interpret the concept of informed choice and whether the information available genuinely aids their decision-making.
Participants reported that key information was frequently difficult to locate, presented in an unclear way or delivered at moments when it was of limited practical use. As a result, the study concluded that gambling operators merely making information available does not necessarily enable informed decision-making.
The regulator noted that while participants said details about products and risks were generally available across licensed gambling services, this information can become obscured during fast-moving gambling sessions, be it online or at land-based venues. Respondents also suggested that operators often treat customers as a single group rather than recognising differences between new and experienced gamblers. Many participants argued that first-time users require different forms of guidance and support compared to those who are already familiar with gambling products.
Another concern raised was the assumption that customers possess a sufficient understanding of gambling odds and probabilities. Participants indicated that gaps in odds literacy can make games and betting products more difficult to understand, potentially limiting the effectiveness of existing consumer information.
The research further suggested that some consumers perceive operators as prioritising administrative transparency and compliance requirements over proactive measures aimed at protecting people at greater risk of gambling-related harm.
A shared responsibility
Views on responsibility for gambling behaviour varied according to circumstances, but participants generally favoured a shared responsibility model involving both consumers and operators. Before gambling, respondents felt comfortable taking primary responsibility for their decisions provided that relevant information was clear, accessible and easy to understand. During gambling sessions, particularly in faster-paced environments, many were more supportive of operator interventions designed to assist players.
After gambling activity had ended, some participants felt that responsibility could extend beyond gambling companies themselves, pointing to banks and other organisations capable of providing a broader view of an individual’s spending across multiple platforms.
Researchers concluded that perceptions of responsibility are influenced by the stage of play, the type of gambling product involved and an individual’s ability to make decisions at a particular moment.
The study also found strong support for more personalised approaches to consumer protection. Participants frequently described generic safer gambling messages as easy to ignore, indicating that tailored interventions might be more effective. However, respondents also expressed concerns about how personal and behavioural data is used. The research found that some consumers viewed personalised interventions with scepticism because the same data used to identify risk can also be used for targeted marketing, creating what the report described as “open distrust” regarding operators’ motivations.
Attitudes towards intervention also varied by gambling product. According to the findings, sports bettors were more likely to see forced interruptions as disruptive, while casino players were generally more receptive to active interventions during play. Land-based gamblers, meanwhile, reported that formal information and support were often less visible.
Based on the findings, the report proposed a revised, consumer-focused definition of informed choice. It concluded that informed choice should be understood as a consumer’s ongoing ability to understand and act upon information relevant to decisions throughout every stage of gambling.
The proposed framework states that rules, odds, mechanics, costs and risks should be presented in a way that consumers can genuinely understand and use, with equal prominence given to this information and to promotional offers. It also argues that support and information should adapt to a person’s experience, capabilities and changing circumstances, while recognising that informed decision-making can be influenced by factors such as product design, gambling speed and emotional state.
The research is expected to inform future Gambling Commission work as the regulator considers whether existing approaches to consumer information and safer gambling measures adequately reflect how players engage with gambling products in practice.
