UK Gambling Commission Says Informed Choice Requires More Than Information

Providing consumers with information alone is not enough to ensure informed gambling decisions, according to research published by the UK Gambling Commission.

The study, conducted by the Behavioural Insights Team under the regulator’s Consumer Voice Programme, reviewed 53 sources, three focus groups and four interviews with players at higher risk of gambling harm.

Researchers found that information may fail to support decisions when it is difficult to find, understand or apply. Differences in literacy, experience and capability also affect how consumers interpret gambling information.

The report highlighted product design, pace of play and emotional state as factors that can influence decisions. It also said operators have a responsibility to support informed choice, particularly for consumers at greater risk of harm.

Commission proposes a broader definition of informed choice

According to the Commission, these findings will contribute to a consumer-led definition of informed choice that goes beyond making information available. Under the proposed approach, consumers should be able to understand and act on relevant information throughout their gambling activity in practice.

The research suggested that rules, odds, mechanics, costs and risks should receive the same prominence as promotions and rewards. Information and support should reflect differences in consumers’ experience, capabilities and circumstances.

Operators would have a role throughout the gambling journey rather than only providing information at the point of play. “The concept of ‘informed choice’ is a key tenet of consumer protection and rights law, and at a basic level, it means giving the consumer the right information at the right time in a way they understand so they can make a genuine decision,” said Commission strategy manager Donna Bateman.

“While many factors that support ‘informed choice’ are already understood, we wanted a deeper insight into what this means for gambling consumers, both as a concept and in practice. This provides useful insights for all stakeholders into consumer experiences and their expectations, and how changes could be made to enhance decision-making processes for consumers.”

The UKGC’s findings make a useful distinction between giving consumers information and actually helping them make better decisions. If product design, pace of play and emotional state can weaken judgement, informed choice has to be built into the gambling experience for players.