Consumer views on fair and open gambling in Great Britain

Fairness and transparency form the cornerstone of trust in any consumer-business relationship. This is no different for gambling: fairness and transparency are essential to ensure customers feel confident that games follow established rules, the odds and terms are clear, and they are protected from harm. 

However, research on consumer perceptions of fair and transparent practices within gambling is limited. This research addresses that gap by using a deliberative approach to gather consumer perspectives on these concepts. 

About 60 participants in three deliberative forums (1) developed and voted on a definition of what fairness and transparency in gambling means; (2) proposed actions that operators should take to implement this definition. 

The definition and proposed actions provide an additional perspective for consideration by the Gambling Commission, industry and other stakeholders when advancing regulation and practice. They could either provide first steps towards outcome-based regulation or be used to refine and update existing rules-based regulation.