Exclusive: UK Gambling Regulation Consumer Survey Results – June 2020

Compare.bet today releases the results of its survey into UK consumer gambling perceptions, specifically surrounding proposals put forward in recent weeks by the APPG.

The survey polled a nationally representative sample of 5,000 adults in the UK and found the following:

  • £5 was the most popular stake limit suggestion (17%), followed by £1 (16%).
  • The average weekly deposit limit suggested by respondents was £441
  • 13% of respondents suggested no deposit limit
  • The average weekly loss limit suggested by respondents was £434
  • 12% of respondents suggested no loss limit
  • 49% thought limits should be flat across the board, while 37% believed they should depend on the individual’s financial circumstances and affordability
  • 55% were against gambling logos on football team shirts
  • 20% of those who gamble would consider using unlicensed gambling sites if restrictions in the UK became too onerous
  • More consumers think that responsible gambling efforts by operators have improved than have gotten worse (23% vs 15%) – although the highest response was from those not aware of any actions taken by gambling companies at all
  • The APPG’s proposed ban on in-play betting was supported by 41% and opposed by 33%
  • Use of bonuses and free bets was met with more positive sentiment than negative
  • 82% of respondents were unaware that it is possible to find casinos without a UK licence on page 1 of Google

Survey conducted by OnePoll for Compare.bet – 23/06/2020-29/06/2020. 5,000 respondents, nationally representative sample aged 18+.


The results are a mixed bag for the industry. Let’s dive in.

On stake limits, there is clearly an open mindedness amongst consumers regarding the appropriate level, with £0.20, £1, £5 and £10 all showing significant support. The APPG’s proposal was £1, half the current £2 in place on FOBTs. Around 1 in 7 thought online stakes should remain unlimited. This is a key area to be debated over the coming weeks and months.

General support for staking, deposit and loss limits was similar at around 6 in 7, and the average deposit and loss limits were all similar in the mid-£400s. This kind of level is higher than proposed limits in Germany’s re-regulating market, but would of course have a large impact on legitimate high-spending players who of course are so important to many operators.

In-play betting was somewhat a surprise inclusion in the APPG’s latest proposals, but our survey found that 45% of those who bet in-play, and 61% of those who don’t, think it should be banned.

Key gender splits saw men suggest 35% higher deposit limits than women. Men were also more likely to be comfortable with gambling logos on shirts and sponsorship at stadiums. Men were also split on whether in-play betting should be banned (41% agreed, 40% disagreed) while women were more clearly against the feature (41% agreed, 21% disagreed).

53% of respondents believed that gambling advertising on TV should be banned – the medium scored higher than any other.

Of the 70% who had an opinion, 57% think that loot boxes should be classified as gambling. Belgium banned loot boxes in 2018, but the UKGC clarified last year that they were not considered gambling. There is plenty of reason to think this guidance may change in the near future.

We will be following up this post with a series of deep-dives into certain aspects of the survey findings.


Full survey results

1. What is the maximum blanket stake limit (the amount of money that can be wagered per spin) you would support if it were to be introduced at all online casinos in the UK? Please answer in pounds.

Choice % #
0.2 12.30 615
0.5 7.34 367
1 16.10 805
2 10.72 536
3 6.02 301
5 17.02 851
10 11.78 589
11+ 2.62 131
No limit 16.10 805

2. What is the maximum weekly deposit limit (capping the amount of money that a customer can deposit in a set time period) you would support if it was to be introduced at online casinos and bookmakers in the UK? Please answer in pounds.

Choice % #
1-10 19.04 952
11-99 22.68 1134
100-249 19.54 977
250-499 9.86 493
500-999 8.62 431
1000-1999 4.44 222
2000-4999 1.68 84
5000-9999 1.48 74
No limit 12.66 633
Average £441.39

3. What is the maximum weekly loss limit (capping the amount of money that a customer can lose in a set time period) you would support if it was to be introduced at online casinos and bookmakers in the UK? Please answer in pounds.

Choice % #
1-10 16.98 849
11-99 22.28 1114
100-249 20.24 1012
250-499 11.78 589
500-999 8.84 442
1000-1999 4.44 222
2000-4999 1.84 92
5000-9999 1.20 60
No limit 12.40 620
Average £433.61

4. Do you think football teams should be allowed to have gambling logos on their shirts as part of sponsorship deals?

Choice % #
Yes 28.86 1443
No 54.56 2728
I don’t know 16.58 829

5. Do you think football teams should be allowed to have gambling sponsorship at their stadiums as part of sponsorship deals?

Choice % #
Yes 34.00 1700
No 51.42 2571
I don’t know 14.58 729

6. Do you think that any restrictions on wagering, deposits, or losses should be the same for everyone, or should they depend on the individual’s financial circumstances and affordability?

Choice % #
I think they should be the same for everyone 49.30 2465
I think they should depend on the individual’s financial circumstances and affordability 37.04 1852
I don’t know 13.66 683

7. Do you think that any restrictions on wagering, deposits or losses should be applied to any of the following categories? Please select all that apply.

Choice % #
Sports betting 62.06 3103
Online casino 69.50 3475
Online bingo 60.44 3022
Online poker 66.94 3347
Lotteries 44.88 2244
Esports betting 57.58 2879
None of the above 17.90 895

8. Do you think that ‘loot boxes’ in computer games should be classified as gambling to protect young people? In video games, a loot box is an in-game purchase consisting of a virtual container that awards players with items and modifications based on chance.

Choice % #
Yes 56.96 2848
No 13.04 652
I don’t know 30.00 1500

9. Should VIP programmes, which offer high-spending customers additional perks and incentives, be banned?

Choice % #
Yes 49.90 2495
No 25.48 1274
I don’t know 24.62 1231

10. If government regulation of licensed online gambling in the UK became too restrictive, would you consider using a gambling provider without a UK licence?

Choice % #
Yes 12.56 628
No 37.28 1864
I don’t know 11.96 598
N/A – I don’t gamble 38.20 1910

11. What is your view on the actions taken by gambling companies over the past two years to ensure safe and responsible gambling?

Choice % #
I think they have gotten worse 14.64 732
I think they have stayed the same 20.78 1039
I think they have improved 23.06 1153
I am not sure 12.82 641
N/A – I am not aware of any actions gambling companies have taken over the past two years to ensure safe and responsible gambling 28.70 1435

12. How far do you agree or disagree with the following statement?: ‘Online casinos should be allowed to offer new customers bonus incentives when they sign up and deposit’

Choice % #
Strongly agree 13.30 665
Somewhat agree 26.72 1336
Neither agree nor disagree 27.84 1392
Somewhat disagree 12.10 605
Strongly disagree 20.04 1002

13. How far do you agree or disagree with the following statement?: ‘Bookmakers should be allowed to offer new customers free bets when they sign up and deposit’

Choice % #
Strongly agree 14.02 701
Somewhat agree 27.32 1336
Neither agree nor disagree 26.58 1329
Somewhat disagree 11.86 593
Strongly disagree 20.22 1011

14. Should online betting companies be allowed to obtain exclusive rights to UK domestic football, and require that customers have a funded betting account to be able to watch the game?

Choice % #
Yes to UK leagues 9.62 481
No to UK leagues 7.08 354
Yes to international leagues 5.24 262
No to international leagues 3.28 164
Yes to both 4.40 220
No to both 37.94 1897
I don’t know / no opinion 32.44 1622

15. In your opinion, which of the following (if any) formats of betting advertising should be banned?

Choice % #
TV 52.86 2643
Radio 41.20 2060
Online 44.30 2215
Social Media 49.88 2494
Sponsorships 39.10 1955
Outdoor/billboards 35.54 1777
None of the above 27.30 1365

16. Should betting companies be allowed to show branded responsible gambling messages on TV?

Choice % #
Yes 37.86 1893
No 41.94 2097
I don’t know / unsure 20.20 1010

17. Do you think in-play betting where customers are able to bet on a game while it is currently happening, should be banned?

Choice % #
Yes 40.82 2041
No 33.46 1673
I don’t know / unsure 25.72 1286

18. When searching for online casino search words on Google, it is possible to find casinos without a UK license on page 1. Did you know this?

Choice % #
Yes 17.88 894
No 82.12 4106

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