UKGC Onboards Experts to Update Policies Following Recent Criticisms
The UK Gambling Commission (UKGC) has restructured its Consumer Voice program in response to increasing scrutiny over the quality and accuracy of its research practices. As part of this overhaul, four specialist research firms have been contracted to provide a more comprehensive understanding of gambling behaviors across Great Britain.
LISTEN TO THIS ARTICLE:These changes follow mounting criticism concerning the Commission's main data source, the Gambling Survey for Great Britain (GSGB). They're intended to enhance the reliability and scope of research used to inform gambling policy and regulation.
Under this revised model, the UKGC has entered into two-year agreements with Yonder Consulting, the Behavioural Insights Team (BIT), Humankind Research, and Savanta. These organizations will contribute targeted research that allows the regulator to better analyze emerging trends and respond swiftly to potential risks.
The UKGC stated that the involvement of these partners increases the flexibility and depth of its research capabilities. This will allow a more nuanced and responsive approach to policymaking in the gambling sector.
One of the primary objectives of the new Consumer Voice program is to strengthen insight into groups that have traditionally been underrepresented in gambling research, including individuals who experience gambling-related harm. This targeted approach is expected to improve the Commission's understanding of the lived experiences of consumers and allow for more effective interventions where necessary.
The relaunch of the program arrives at a time when the UKGC is facing growing pressure regarding the accuracy of its research outputs. The Office for Statistics Regulation (OSR), the UK's statistics watchdog, recently released a review of the GSGB, identifying substantial issues that could affect policy decisions.
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The OSR noted that the GSGB may be overstating both gambling participation rates and the extent of gambling harm when compared with other official data sources, such as the Health Survey for England. These findings raised concerns that such discrepancies could lead to misinformed regulatory actions or disproportionate policy responses.
Unlike the GSGB, which aims to provide broad-based national data, the Consumer Voice program is intended to produce more focused and flexible research outputs. The UKGC indicated that the updated initiative allows for detailed exploration of specific topics and provides a testing ground for proposed policy changes. In 2024, the program reached over 10,000 gambling consumers, addressing key themes such as financial risk assessments, the impact of promotional incentives, and consumer behavior during the ongoing cost-of-living crisis.
Each of the four research firms will play a distinct role in contributing to the Consumer Voice program. Yonder Consulting will continue delivering mixed-methods studies, building on prior work exploring consumer trust, interaction with unlicensed operators, behavior during major sporting events, and responses to industry marketing.
Humankind Research will concentrate on conducting qualitative research with demographics that are often harder to reach through traditional surveys. This focus is expected to shed light on experiences that may otherwise go unreported, thereby informing more inclusive policy measures. Savanta, known for its expertise in rapid data collection and analysis, will help the Commission stay current with changes in public opinion and consumer behavior by providing timely insights as issues emerge.
All four research firms have been contracted through to 2027, with an option to extend their involvement until 2029.
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