UKGC unveils enhanced Consumer Voice research model

The UK Gambling Commission (UKGC) has introduced an updated and expanded version of its Consumer Voice initiative, marking a meaningful step in the regulator’s strategy to better reflect the real-world experiences of individuals who engage in gambling across Great Britain. This development underscores the Commission’s ongoing commitment to shaping policy through evidence drawn directly from consumer perspectives. This initiative represents a critical evolution in how the Commission conducts research and informs regulatory strategy, aligning with its commitment to consumer protection and harm reduction.

The updated framework introduces four specialized research partners, each offering unique methodological strengths. This new model enhances the Commission’s capability to gather insights from a broader spectrum of the public, particularly including communities and individuals that have traditionally been underrepresented in gambling research. This includes users of niche gambling products, specific demographic groups, and individuals directly or indirectly impacted by gambling-related harm.

Strategic importance of the Consumer Voice programme

The Consumer Voice programme plays a central role in ensuring that regulatory decisions reflect the lived realities of those most affected by gambling activities. Through its focus on in-depth and issue-specific research, the programme serves as a valuable counterpart to the Commission’s broader, nationally representative Gambling Survey for Great Britain (GSGB).

Unlike the GSGB, which offers a broad overview of gambling trends across the country, the Consumer Voice initiative enables focused investigations into pressing and emerging issues. This strategic flexibility allows the Commission to respond quickly to societal and industry developments, ensuring its policies remain effective and relevant.

In the words of Laura Carter, Head of Research at the Gambling Commission:

“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 four research partners driving the initiative
To achieve its objectives, the Commission has entered into two-year contracts—with potential extensions until 2029—with four research organizations renowned for their capabilities:

Yonder Consulting

Yonder brings deep expertise in mixed-methodology research, combining qualitative and quantitative approaches to extract nuanced consumer insights. Having collaborated with the Commission over the past three years, Yonder has been instrumental in studies examining trust in the gambling industry, engagement with unlicensed markets, consumer behavior during major sporting events, and the influence of bonus promotions.

Joe Wheeler, Associate Director at Yonder Consulting, emphasized the significance of the continued partnership:

“Over the past three years, Yonder Consulting has partnered with the Gambling Commission in delivering mixed-methods research for the Consumer Voice programme. We’ve supported impactful research programmes covering trust in the industry, unlicensed market engagement, and more. We’re delighted to continue supporting the Commission in addressing key policy evidence gaps.”

The Behavioural Insights Team (BIT)

As a globally recognized research and innovation consultancy, the Behavioural Insights Team leverages principles of behavioral science and evidence-based experimentation to drive public policy improvements. Their contribution will focus on experimental research aimed at generating actionable data that can inform and improve regulatory practices.

Eleanor Collerton, Senior Advisor at BIT, commented:

“We’re delighted to contribute to the Gambling Commission’s Consumer Voice programme. As a global research and innovation consultancy, BIT combines a deep understanding of human behaviour with evidence-led problem solving. We’re excited to apply our expertise in experimental research to generate insights that help ensure consumer voices shape effective gambling policy.”

Humankind Research

Specializing in qualitative methodologies and engagement with underserved or vulnerable populations, Humankind Research has a reputation for conducting sensitive and inclusive research. Their role within the framework focuses on in-depth qualitative exploration of the experiences of people affected by gambling.

Tom Silverman, Co-Founder of Humankind Research, noted:

“We are delighted to be chosen to be the Gambling Commission’s partner for in-depth qualitative research within the Consumer Voice framework. It is a fantastic opportunity to collaborate with the Commission and understand the experiences and needs of people involved in or affected by gambling, using inclusive research approaches to generate strategic insights.”

Savanta
Known for its efficient and cost-effective research delivery, Savanta brings capabilities in conducting fast-turnaround studies that can inform immediate regulatory responses. Their work will ensure the Commission can quickly gather consumer input on time-sensitive matters such as regulatory consultations or emerging gambling trends.

A broader, more inclusive research approach

The expanded Consumer Voice framework is not simply an operational update—it is a paradigm shift toward a more inclusive and agile regulatory approach. The inclusion of harder-to-reach groups is a key feature of this change. These groups include not only individuals from niche gambling sectors but also people affected by gambling through family or close relationships, who may not be active gamblers themselves but still face significant harm.

With this approach, the Commission intends to fill longstanding gaps in evidence and better understand the full spectrum of gambling’s social impact. It aligns with a growing recognition among public health experts and policymakers that gambling harms extend beyond the individual and can affect households, communities, and public services.

Recent research highlights and areas of focus

During 2024, the Consumer Voice programme reached more than 10,000 individuals with lived experience of gambling. The research conducted under this initiative has examined a range of critical issues, including:

• Consumer responses to suggested financial risk assessments
• Views on the attractiveness and fairness of promotional bonuses
• Shifts in gambling habits amid the ongoing cost-of-living pressures in the UK
• Levels of public confidence in both gambling regulators and industry operators

The findings have already informed internal deliberations at the Commission and influenced broader policy consultations.

Ensuring evidence-based regulation

By embedding the Consumer Voice programme into its research infrastructure, the UK Gambling Commission strengthens its ability to regulate based on sound empirical evidence. The insights gained from the programme will directly inform licensing conditions, enforcement actions, and the development of safer gambling tools.

This strategy also aligns with the UK government’s stated priorities for gambling reform, which emphasize consumer protection, harm reduction, and accountability within the gambling industry.

Through partnerships with leading research firms, the Commission gains not only technical capacity but also access to innovative approaches that can make gambling regulation more responsive, transparent, and equitable.

Looking ahead: Building a future-proof regulatory system

The Commission’s decision to structure these research contracts with the option for extensions until 2029 suggests a long-term commitment to consumer-centric regulation. By continually updating its understanding of consumer behavior, the Commission can stay ahead of emerging risks, adapt to technological changes, and ensure that regulatory interventions remain both relevant and effective.

While challenges persist—such as the proliferation of online gambling platforms and the evolving role of advertising and marketing in consumer behavior—the expanded Consumer Voice framework places the UKGC in a stronger position to meet them.

In an environment where consumer trust is often strained, and where vulnerable individuals may be disproportionately affected by industry practices, such efforts to capture and prioritize the consumer perspective are not only welcome—they are essential.

Conclusion

The expansion of the UK Gambling Commission’s Consumer Voice framework marks a pivotal moment in the evolution of evidence-based regulation in the British gambling sector. By deepening its engagement with consumers and enhancing its research capabilities through partnerships with leading research organizations, the Commission is taking deliberate steps toward creating a more responsive, transparent, and consumer-focused regulatory environment.

This initiative not only reflects a stronger commitment to understanding the nuanced realities of gambling in modern society but also ensures that the voices of those most affected—especially underrepresented and vulnerable groups—are meaningfully integrated into the policymaking process. In doing so, the UKGC strengthens its ability to safeguard public interest, promote responsible gambling, and address emerging risks in a timely and informed manner.

As gambling behaviors, technologies, and market dynamics continue to evolve, the Consumer Voice programme provides a robust, adaptable tool for capturing real-world experiences and guiding strategic regulatory decisions. It affirms that effective regulation is not just about enforcement but about listening, learning, and responding with integrity to the people it is designed to protect.

FAQs

What is the Consumer Voice framework?
The Consumer Voice framework is a research initiative by the UK Gambling Commission designed to gather in-depth insights from gambling consumers to guide regulatory policy.

Why did the UKGC update the Consumer Voice framework?
The framework was updated to improve agility, broaden outreach to underserved groups, and enhance the quality of research that informs regulatory decisions.

Who are the new research partners?
The UKGC has partnered with Yonder Consulting, Behavioural Insights Team, Humankind Research, and Savanta, each bringing distinct expertise.

What types of research will be conducted?
Research includes mixed-method studies, qualitative interviews, behavioural experiments, and fast-turnaround surveys on emerging gambling issues.

How does Consumer Voice differ from the Gambling Survey for Great Britain?
While the Gambling Survey offers broad national data, Consumer Voice allows for targeted, flexible research on specific issues or populations.

What kind of issues has the programme explored?
Topics include financial risk checks, trust in the industry, bonus marketing, unlicensed market engagement, and gambling during economic hardship.

Will these research findings be made public?
Summaries of key findings are often shared in Commission reports and consultations, contributing to transparency in regulatory policy.

How does this programme help consumers?
By integrating real consumer experiences into policy development, the programme ensures regulation is grounded in lived realities and prioritizes harm reduction.

Can the research influence legislation?
While the Commission cannot legislate, its evidence and recommendations often shape government consultations and inform legislative reforms.

How long will the current framework last?
Each research partner has signed a two-year contract, with potential extensions that could see the collaboration continue until 2029.