AIM: Measure how far people in this country think, firstly, that gambling is fair and can be trusted and, secondly, that gambling is associated with criminal activity. METHODS: ICM omnibus survey, a 2,000-adult telephone survey conducted quarterly. FINDINGS: For the year 2009, 49.6% of adults agreed that gambling in this country is conducted fairly and can be trusted. This compares with 48.8% in the previous year. Over the same period, 41.3% of adults thought gambling in this country is associated with criminal activity. This compares with 42.0% in the previous year. Participation in gambling is associated with a more positive perception of gambling, with past-year gamblers more likely than past-year non-gamblers to agree that gambling is conducted fairly and can be trusted (60.3% compared with 30.2% respectively) and less likely to associate gambling with criminal activity (38.2% and 46.7% respectively).