UK Gambling Commission launches enhanced consumer voice framework

The UK Gambling Commission has unveiled a new and improved Consumer Voice framework, marking a significant step forward in how the regulator gathers and uses insights from people who gamble in Great Britain.

Announced on May 28th, 2025, the initiative expands the Commission’s research capabilities and aims to ensure that policies and decisions are grounded in the lived experiences of all gambling consumers, including those from underrepresented or harder-to-reach groups.

The revamped Consumer Voice programme introduces four specialist research suppliers, each bringing unique expertise to the table: Yonder Consulting, The Behavioural Insights Team, Humankind Research and Savanta.

These firms have signed two-year contracts, with the potential for extension until 2029, enabling the Commission to collect high-quality research quickly and respond to emerging trends or risks as they develop.

Laura Carter, Head of Research at the Gambling Commission, stated, “This new framework gives us greater agility and reach than ever before. With these four partners, we’re better equipped to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop.

“The Consumer Voice programme is central to our efforts to ensure our decisions are grounded in the lived experiences of all consumers and the evolving realities of gambling.”

The framework is designed to reach deeper into the views, motivations, and behaviours of gambling consumers, including those from underrepresented or harder-to-reach groups, such as people gambling on specific products, particular demographic groups, and those experiencing negative consequences from gambling.

The Consumer Voice programme complements the Commission’s nationally representative Gambling Survey for Great Britain (GSGB) by offering a flexible, targeted approach to gathering insight.

It enables the Commission to conduct deep dives into specific issues, test new ideas, and track consumer sentiment over time.

In 2024 alone, the Consumer Voice programme engaged with over 10,000 gambling consumers, tackling issues such as financial risk checks, bonus incentives, and gambling during the cost-of-living crisis.

Previous research has also examined trust in the industry, engagement with the unlicensed market, and the impact of marketing and bonus offers.

The launch of the enhanced framework follows recommendations from the Office for Statistics Regulation, which called for more detailed information on quality assurance and validation processes in the GSGB, as well as clearer communication of potential biases in statistical releases.