The UK based GB Group has urged gambling sites and casinos to improve their images among their clients, after a survey conducted by the company revealed that British consumers had the least amount of trust in the industry when it comes to protecting their personal details.

The survey, which was conducted among 1000 participants over the age of 18 in the country, showed that a substantial 45% of all those asked ranked online casinos, land gambling operations and interactive television shows at the bottom of the ladder in terms of trustworthiness.

The statistics surprised the gambling industry, considering that there has not been a serious breach of security in many years.

The CEO of the GB Group suggested the introduction of a code of conduct, as well as tougher penalties for those who breach the law regarding the protection of personal information.