UK Gambling Commission survey finds information gaps among World Cup bettors
Regulation2 min read
The UK Gambling Commission published a survey on 11 November of 834 UK adults who bet during the 2026 World Cup. It found that 60% of 70 first-time football bettors had all the information they needed, compared with 83% of occasional bettors and 91% of regular bettors; the commission cautioned that the first-time sample was small. Among bettors who used promotions, 35% had not sought further information before participating.
A UKGC survey found that 60% of first-time football bettors said they had all the information they needed, compared with 83% of occasional bettors and 91% of regular bettors.
Yonder Consulting conducted the survey after the 2026 World Cup, and the UKGC published it on 11 November. It covered 834 UK adults who said they had bet during the tournament. Of those, 70 were first-time football bettors, 296 were occasional bettors interested mainly in major tournaments and 468 were regular bettors. The UKGC said the findings raised questions about whether information for newcomers was accessible and understandable, but cautioned that the first-time bettor sample was small.
During the tournament, 37% of respondents said they had used wagers offered without charge, 22% had used enhanced-odds promotions and 19% had used bonus offers. Among those who placed a promotion-linked bet, 35% said they had not sought further information before taking part.
The survey found that 58% of respondents relied on their own knowledge or instinct, while 21% named odds as their main reference. Artificial intelligence use was reported by 7% of respondents, including 12% of those aged 18 to 34, 6% of those aged 35 to 54 and 3.5% of those over 55. Among first-time bettors, 29% said they took part without using particular information or acted spontaneously. A share of 20% cited suggestions from friends, family or colleagues as an influence.
The World Cup experience made 37% of respondents more inclined to take part in future international competitions, while 19% said they had become more interested in betting on domestic football.