Reports
Author(s): The Behavioural Insights Team
Publisher: Gambling Commission
Year Published: 2026
Date Added: October 03, 2026
Resource Type: Research report
This research report presents findings on how people understand the meaning of “informed choice” in gambling, conducted by the Behavioural Insights Team for the Gambling Commission in Great Britain. The purpose was to develop a definition of "informed choice" that is based on the perspectives of people who gamble, to guide future work in this area. The research involved a review of 53 sources, 3 focus groups, and 4 in-depth interviews with people at high risk of harm.Findings include:People distinguished between information being available and feeling informed.People who gamble were considered in a static state, rather than considering, for example, people new to gambling as well as people who have a longer history with gambling.Information may wrongly assume that people are able to understand the complex odds of modern gambling products.People saw gambling companies as meeting administrative requirements, rather than actively commiting to protecting people who gamble, especially people who gamble at higher-risk.People preferred information and interventions that are personalized, as opposed to generic messaging.People need information to be adapted for different gambling product types.
This research report presents findings on how people understand the meaning of “informed choice” in gambling, conducted by the Behavioural Insights Team for the Gambling Commission in Great Britain. The purpose was to develop a definition of "informed choice" that is based on the perspectives of people who gamble, to guide future work in this area. The research involved a review of 53 sources, 3 focus groups, and 4 in-depth interviews with people at high risk of harm.
Findings include:
