UKGC Says Operators Should Do More to Help Players Make Informed Decisions
The UKGC has cited the results of a new report, which suggests that providing players with information is not always enough to make sure their decisions are informed. The regulator therefore encouraged operators to do more to shield players from harm. Availability of Information Does Not Equal Info…
The UKGC has cited the results of a new report, which suggests that providing players with information is not always enough to make sure their decisions are informed. The regulator therefore encouraged operators to do more to shield players from harm. Availability of Information Does Not Equal Informed Choice As part of its Consumer Voice program, the UKGC’s Behavioural Insights Team (BIT) studied 53 sources, 3 focus groups, and 4 interviews with riskier players to determine whether operators’ efforts to help players make informed decisions are sufficient. Among other things, the study found that player behavior can be affected by a variety of factors, including how games are designed and how fast-paced they are. Additionally, the BIT learned that the emotional state of players can also play a role in how players interact with gambling. To top it all off, the study emphasized that the level of understanding might vary between players. As a result, the UKGC said that simply informing players of the risks might not be enough for everyone to make informed decisions. The regulator explained that the new study will be used as a basis for the development of a new definition of informed choice that goes beyond the simple availability of information. Instead, the new definition will highlight the fact that in order for a decision to be informed, the customer must truly understand the information they are being provided. Additionally, the study argued that operators should highlight product mechanics and risks the same way they do for rewards. Overall, the UKGC believes that operators should do more to support users and help them truly understand what’s at stake, instead of only giving them technical information that they might not be able to contextualize. Informed Decisions Are a Core Tenet of Consumer Protection Donna Bateman, strategy manager at the UKGC, commented on the importance of informed decisions, calling this concept a “key tenet” of consumer protection law. She emphasized that truly informed decisions might be based on information that comes at the right time and that the customer truly understands. Bateman added that the study has provided the UKGC and gambling industry stakeholders with “useful insights” into consumer experiences and what changes could be made to help players make informed decisions. The Behavioural Insights Team’s report, which forms part of our Consumer Voice programme of research, shows the complexities of ‘informed choice’ as a concept. It 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. Donna Bateman The comprehensive research is available on the UKGC’s official website.