The UK Gambling Commission (UKGC) has unveiled a new and improved Consumer Voice framework, marking a major step forward in how the regulator listens to and understands the experiences of people who gamble in Great Britain.

The new framework expands the Commission’s research capabilities by introducing four specialist research suppliers, each bringing unique expertise to the table. This shift allows the Commission to delve deeper into the views, motivations, and behaviours of gambling consumers – including those from underrepresented or harder-to-reach groups such as people gambling on specific gambling products, particular demographic groups and those experiencing negative consequences from their own or someone else’s gambling.

Under the new framework, the Consumer Voice programme will now be supported by:

Yonder Consulting – specialists in mixed methodology research

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The Behavioural Insights Team – experts in experimental and behavioural research

Humankind Research – qualitative experts with a focus on hard-to-reach audiences

Savanta – providers of fast-turnaround, cost-effective research.

Each supplier has signed a two-year contract, with the potential for extension until 2029.

“This new framework gives us greater agility and reach than ever before. With these four partners, we’re better equipped to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop. The Consumer Voice programme is central to our efforts to ensure our decisions are grounded in the lived experiences of all consumers and the evolving realities of gambling,” said the Gambling Commission’s Head of Research, Laura Carter.

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Consumer Voice complements the Commission’s nationally representative Gambling Survey for Great Britain (GSGB) by offering a flexible, targeted approach to gathering insight. It allows the Commission to conduct deep dives into specific issues, test new ideas and track consumer sentiment over time.

In 2024 alone, the programme engaged with over 10,000 gambling consumers. Previous studies have tackled issues like financial risk checks, bonus incentives and gambling during the cost-of-living crisis.

Joe Wheeler, Associate Director of Yonder Consulting, said: “Over the past three years Yonder Consulting have partnered with the Gambling Commission in delivering mixed-methods research for the Consumer Voice Programme. We’ve supported on a wide range of impactful research programmes, covering elements of the consumer experience like trust in the industry, engagement with the unlicensed market, behaviours during key sporting events and the impact of marketing and bonus offers. We’re delighted to continue our ongoing partnership and to support the Commission in delivering against key policy evidence gaps.”

Eleanor Collerton, Senior Advisor of the Behaviour Insights Team (BIT), said: “We’re delighted to contribute to the Gambling Commission’s Consumer Voice programme. As a global research and innovation consultancy, BIT combines a deep understanding of human behaviour with evidence-led problem solving to improve people’s lives. We’re excited to contribute our expertise in experimental research to generate new insights, address key evidence gaps, and help ensure consumer voices shape meaningful and effective gambling policy, building on more than five years of work to reduce gambling harms in GB.”

Tom Silverman, Co-Founder of Humankind Research, said: “Humankind Research specialises in research with a positive impact, and much of our work is exploring lived experience of complex issues and under-served groups. So we are delighted to be chosen to be the Gambling Commission’s partner for ‘in-depth qualitative research’ within the Consumer Voice framework. It is a fantastic opportunity to work in close collaboration with the Commission to really understand the experiences and needs of people who are involved in or affected by gambling; using sensitive and inclusive research approaches to gain strategic insights that can help to guide policy and priorities.”

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Michel Groothuizen, chairman of the Netherlands Gambling Authority, has been unanimously appointed as general board member of the board of the Gambling Regulators European Forum (GREF) for the period 2025-27. GREF is a partnership in which gambling regulators from Europe share knowledge, experiences and best practices and work together on a safe and fair gambling market.

In his new role, he will spend the next two years working to strengthen the importance of GREF and to further grow the organisation. His personal mission is to work with other regulators to establish shared standards in the area of gambling supervision.

“An example of this is the clear standard that gambling under the age of 18 is an absolute no go,” said Groothuizen.

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He looks forward to a pleasant collaboration with other countries in the coming administrative period.

As part of the process to put in place information sharing agreements with other regulatory bodies, CEO of the Gambling Regulatory Authority of Ireland, Anne Marie Caulfield signed a Memorandum of Understanding with Magali Clavie of the Belgian Gaming Commission.

This agreement establishes a framework for cooperation and sets out the broad principles of collaboration between the Gambling Regulator and the Belgian Gaming Commission. The shared aims of both regulators are to enable closer working relationships which will enhance each organisation’s ability to discharge their respective duties and functions.

The Belgian Commission have given their time generously in the set up phase of the GRAI and their support and advice has been greatly received.

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This is the second of a series of MOUs which the GRAI intends to put in place with other Gambling Regulators across the EU in the months ahead.

Anne Marie Caulfield, CEO of the Gambling Regulatory Authority of Ireland, said: “This Memorandum of Understanding with the Belgian Gaming Commission is a significant step in formalising the working relationship between Irish and Belgian gambling regulators. I would like to thank Magali Clavie, Steve Mees, and their colleagues for the support and advice they have given the Gambling Regulatory Authority of Ireland in its formative phase.”