Ending a losing streak: Public opinion on gambling, addiction, and regulation

This report presents the results of polling on the British public’s attitudes towards the gambling sector. The purpose is to inform areas in need of gambling reform. Polling took place in 2025 and is representative of the adult population of Great Britain. Results are also drawn from four foucs groups. The findings suggest that stronger regulation of the gambling sector would have public support from people across the political spectrum. Specific recommendations include using regulation to address social harms of gambling, using taxation to reduce the the popularity of gambling, restricting gambling advertising, slowing the speed of online gambling, and creating greater barriers to gambling for young people and people at high risk of harm.

Findings include:

• People generally think of gambling as an addictive product, the same as alcohol or tobacco.
• The public feels that harm from gambling will worsen if there is not urgent action around gambling regulation.
• Even people who gamble support tighter regulation for tracking spending and requiring limits on losses.
• More people who gamble want to see the gambling sector decrease in size, than to see it grow.
• The public has largely lost trust in organizations that are meant to protect people from gambling harm.
• People think that the industry lacks adequate incentives to reduce gambling harms.
• Regulation should protect people who are most vulnerable, especially in higher risk forms of gambling.