Gambling information alone does not guarantee informed decisions, study finds

Simply making gambling information available is not enough to ensure that consumers can make informed decisions, new Gambling Commission research has suggested.

The regulator’s qualitative study found that players frequently struggled to interpret or act upon information provided by operators. Participants called for clearer financial information, better explanations of promotional conditions and support tailored to the type of gambling taking place.

The research also identified significant differences between the needs of sports bettors, online casino customers and people gambling in land-based venues.

Information must reach consumers at the right time and in a form they can understand and use.

Information must support action

The Gambling Commission study examined how consumers understand the concept of informed choice and what could help them remain informed throughout their gambling.

Researchers reviewed 53 existing sources before holding three focus groups covering sports betting, online casino and slots, and land-based gambling. Four further interviews were conducted with people scoring eight or above on the Problem Gambling Severity Index.

There were 22 participants in total, meaning the findings offer detailed qualitative insights rather than a representative picture of all UK gamblers.

Participants generally accepted responsibility for considering information before gambling. However, they argued that operators should play a greater role once gambling became fast-paced or immersive.

Suggested measures included real-time loss information, reality checks, accessible game rules and clearer explanations of wagering requirements.

Consumers viewed informed decision-making as an ongoing process rather than a one-off choice made when opening an account or placing an initial bet.

Different products require different approaches

The research found no single intervention would be suitable across every gambling product.

Sports bettors generally wanted concise information delivered without unnecessarily delaying or interrupting a bet. Casino and slots customers were more receptive to real-time assistance and interventions during play, particularly where the speed or immersive nature of a game could reduce awareness of time and spending.

Land-based participants reported that basic information was not always readily available before gambling. They wanted retail staff to offer subtle and empathetic support where signs of distress emerged, without making customers feel watched or judged.

Participants also favoured personalised, behaviour-led messages over generic safer gambling warnings. However, this created tension because some were uncomfortable with operators collecting and analysing the data required to personalise those interventions.

Responsibility beyond individual operators

Some participants wanted banks and regulators to provide greater oversight after gambling, particularly by helping consumers understand their total expenditure across multiple operators.

The report compared this broader approach with the Financial Conduct Authority’s Consumer Duty, which requires firms to do more than disclose information. Financial businesses must also consider whether customers can understand the information and use it to make effective decisions.

The findings suggest gambling operators may similarly need to assess whether disclosures genuinely influence consumer understanding, rather than treating the publication of terms, odds or warnings as sufficient.

For retail businesses, that could require additional staff training focused on recognising distress and starting sensitive conversations. Online operators may face the more complex challenge of providing timely, personalised support while maintaining consumer trust over the use of behavioural data.