Written by Jon Bryan | Expected reading time 4 mins
Last Updated: June 18, 2025
Written by Jon Bryan
Jon Bryan offers his thoughts on the latest news from the Gambling Commission, as they launch a new Consumer Voice framework.
THE GAMBLING COMMISSION
At the end of last month, the Gambling Commission announced it was launching a new Consumer Voice framework, which they publicised on their website and via their regular e-bulletin. It was the second story in their newsletter, so they must consider this one of the top items to tell people about.
I was partly pleased and partly surprised. I knew that the Gambling Commission have responsibilities to consumers, but I was unaware of the extent to which they might buy in services from others in order to do that.
I looked on the website to get some more information and to find out what they are doing. The Gambling Commission may well be undertaking some new things when it comes to consumers, but these were not outlined in any detail.
A NEW CONSUMER VOICE FRAMEWORK
‘The new framework’ we are told, ‘expands the Commission’s research capabilities by introducing four specialist research suppliers, each bringing unique expertise to the table.’ More detail is then provided about the suppliers, with a quote from each of the companies, explaining what they do and how pleased they are to be involved in the work of the Gambling Commission. In short, they are all ‘delighted’. The use of that word by all four of them left me wondering if a thesaurus was unavailable on that day. The suppliers have all signed a two-year contract, with the possibility of two more to follow straight afterwards, up to 2029.
The Gambling Commission’s Head of Research, Laura Carter, explained this meant that they would be ‘better equipped to commission high-quality research quickly’ and ‘to respond to emerging trends or risks as they develop’. She goes on to explain how important this is so decisions of the Gambling Commission ‘are grounded in the lived experiences of all consumers and the evolving realities of gambling’.
IN OTHER WORDS…
Briefly, the Gambling Commission is paying out more from its budget to buy in services from others to carry out research. There is nothing wrong with that, but I cannot see how this is an obvious help to consumers. Furthermore, I do not understand how this is a big shift from what the Commission are already doing. This is not a new framework for the Consumer Voice. It is simply a new set of tools by which to gather information and data. Describing it as ‘marking a major step forward’ is, I would argue, elevating this to something it is not.
ADVOCATING FOR THE CONSUMER
I have always thought one of the things missing from many of the formal structures in the gambling sector is a proper way for players to make their voices heard. This is not an easy thing to do, and some people have done their best to try. Those who do try are often criticised by anti-gambling media commentators, presumably because they don’t like the messages that come out from them.
There are grassroots organisations, like the Gamblers Consumer Forum, who do their best to be the voice of the consumer. Abbie MacGregor and Andrew Woodman deserve much credit for what they do. For a small organisation of volunteers with little or no money, they continually punch above their weight. It is good that they speak out for the more than 20 million gambling consumers, who’s voices are largely excluded or ignored. What they do is very different from the Gambling Commission and is extremely worthwhile. Everyone reading this should consider offering them your support.
EVERYONE BUT THE CONSUMER
Meanwhile, back to the Gambling Commission, and how they interact with consumers. In the ‘Who we are’ section of their website, it details the groups that they meet with and/or fund. Arguably, none of these groups represent what you might loosely call ‘the average consumer’, with some gambling consumers being specifically excluded from taking part. I would argue that a public body, such as this, should better represent those of us who regularly gamble.
Perhaps this new initiative being trumpeted by the Gambling Commission will see them gain a better understanding of consumers. And perhaps this will start to improve the experiences of the gambling public. I remain sceptical, as it largely seems to be about technical solutions to data-gathering, rather than looking at the structures that the Commission has set up and considering changing them.
In 2016, the Commission said that in the year that followed, consumers were to be ‘at the heart of the Gambling Commission’s work’. I’m not sure to what extent that happened nine years ago, but let’s see what happens over the next 2-4 years of paying four new companies for their expertise in research. I’m a gambler, and I like to be optimistic, but I’m a little bit more grounded about predicting the future when it comes to initiatives like this.
Jon Bryan is a Gambling Writer and Poker Player. His pamphlet “Risking It All: The freedom to gamble” is available to purchase or free to download. Find more of Jon’s articles for SlotsHawk.
