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 2010, 48.4% of adults agreed that gambling in this country is conducted fairly and can be trusted. This compares with 49.6% in 2009, and 48.8% in 2008. Over the same period, 36.9% of adults thought gambling in this country is associated with criminal activity. This compares with 41.3% in 2009 and 42.0% in 2008. 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 (59.4% compared with 30.9% respectively) and less likely to associate gambling with criminal activity (35.8% and 39.3% respectively).