When the UK Gambling Commission announced the Consumer Voice framework in May, the sector realised that this wasn’t just another public consultation.
The new platform, which strengthens the participation of gamblers in designing guidelines. Comes in a market that turned over £15.6 billion between April 2023 and March 2024. Also, 48% of adults said they had gambled in the previous 28 days, according to data from the Gambling Survey for Great Britain.
Consumer Voice: New magnifying glass on the British player
GC has moved from occasional research projects to a consortium of four specialist suppliers, Yonder Consulting, Behavioural Insights Team, Humankind Research and Savanta, initially hired for two years, with a potential extension to 2029.
Each partner offers different methodologies, from Yonder’s ‘mixed-methods’ to BIT’s experimental studies, allowing the regulator to explore the motivations of under-represented niches. As Laura Carter, GC’s Head of Research, emphasised, the aim is to respond quickly to arising risks, anchoring decisions in the lived experience of all consumers.
The programme engaged more than 10,000 participants in 2024, collecting opinions on bonuses, financial risk checks and other pressing topics.
In addition, the GSGB still plans to collect 20,000 responses annually to serve as a statistical thermometer. However, Consumer Voice acts as a microscope. Therefore, allowing ‘deep dives’ into specific phenomena and hypothesis testing that the national survey, by its sampling nature, cannot cover in the same degree of detail.
Where does the pressure for more data come from?
The reformulation responds to two demands. The 2023 White Paper called for ‘evidence-based’ policies to strengthen damage prevention without stifling innovation. And parliamentary reports have questioned the effectiveness of old metrics to capture financial risks in real time.
The GC is also preparing to implement a progressive statutory tax to fund social responsibility programmes, which could raise up to £100 million annually, increasing scrutiny on data that justifies new regulatory loads.
After all, all it takes is one click on a service based in Malta or Curaçao for the user to immediately start operating ‘off the grid’. This disparity is fuelling an ambiguous dynamic.
The consequence is clear. According to a survey of more than 6,000 participants commissioned by the Betting and Gaming Council: one in twelve British players admit to having used at least one unlicensed operator or parallel channels (social networks, VPN) in the last twelve months. These platforms offer exactly what regulation seeks to moderate, more generous bonuses or the absence of deposit limits (source: https://www.cardplayer.com/uk/betting/betting-sites-not-on-gamstop).
Immediate impact on operators
Operating in the UK already requires strict licences, technical audits and high-level KYC and AML policies. Buzz Group, for example, was fined £780,000 for money laundering prevention failures.
The arrival of Consumer Voice adds a layer: by publicising consumer concerns about the vagueness of bonus terms or the frequency of ‘source-of-funds checks’, for example, the regulator gains ammunition to further tighten compliance requirements.
According to risk consultants, each new round of ‘evidence requests’ can cost the average bookmaker between 2% and 3% of their annual margin, thanks to investments in analytics, adapting promotional terms and training compliance teams.
The regulatory reinforcement coincides with a decline in physical bookmakers in the UK. While neighbourhood counters are losing affluence, online traffic continues to grow, and this migration accentuates the weight of the digital rules discussed by GC.
Decline of high street bookmakers suggests that remote verification requirements and rising operating costs are redefining the balance point between physical and virtual operations.
The appeal of international platforms
The same Betting and Gaming Council survey estimates that £2.7 billion is wagered annually on the so-called online black market, a figure that corresponds to around 2 percent of all legal remote betting.
Operators based outside the UK exploit this niche with flexible international licences, offers in cryptocurrencies and social media campaigns highlighting the absence of GamStop. Such commercial advantages generate two side effects.
Firstly, they create a fiscal mismatch, as every pound moved offshore is a pound that no longer contributes to the Gross Gambling Yield tax. Secondly, they reduce the effectiveness of consumer protection mechanisms, as disputes, KYC and refund processes are subject to jurisdictions with no regulatory equivalence.
Can the ‘Consumer Voice’ stop evasion?
Using experimental methodologies from the Behavioural Insights Team or rapid panels from Savanta, the regulator now has the capacity to test the impact of a new bonus limit or a pop-up warning before a major sporting event in just a few weeks.
The modernisation of the Gambling Commission’s research therefore promises decisions that are more in tune with the reality of the market, but raises the classic dilemma between protection and freedom of choice. If the new evidence translates into rules that are too strict or compliance costs that undermine domestic supply, the tendency to explore alternatives will intensify.
The question, therefore, is not just to listen to the voice of the consumer, but to balance that voice with a regulatory environment that keeps the industry competitive and the player protected within boundaries where British law can act.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
