The Gambling Commission has updated its interpretation of “informed choice” following research undertaken through the Consumer Voice Programme by the regulator’s Behavioural Insights Team, proposing a new “consumer-led” definition.

The research, which consisted of a “rapid desk review” of 53 sources, three focus groups, and four “in-depth interviews,” extends the existing understanding of the term beyond fairness, transparency and the provision of clear information.

“This research proposes a consumer-centred definition of Informed Choice to guide future work,” said a spokesperson. “Informed choice in gambling is a consumer’s ongoing ability to understand and act on information relevant to their decisions at each stage of play.”

“Rules, odds, mechanics, costs and risks should be presented with the same prominence as promotions and rewards, in ways consumers can understand and use. Information and support should adapt to a consumer’s experience, capability and changing circumstances, alongside a commitment to protecting consumers, particularly those at greater risk of harm.”

The report adds that informed choice is “shaped by the wider information environment before play” and can be “undermined during play by product design, pace and emotional state.”

“This definition extends current approaches by treating informed choice as an ongoing state rather than a pre-play decision, emphasising understanding over information availability alone, strengthening the role of gambling companies in consumer protection, and recognising differences in literacy, capability and risk.”