UK Tech Platforms Face Pressure over Illegal Gambling Promotion

LONDON – The Betting and Gaming Council has urged Britain’s technology platforms to take stronger action against illegal gambling promotion online.

The warning puts social media companies, search engines, messaging services and digital advertising networks under renewed pressure as illegal operators target UK consumers outside the regulated market. The BGC said the issue has become a consumer protection challenge, not just an industry concern.

In an open letter to Britain’s technology platforms, BGC chief executive Grainne Hurst said illegal gambling operators are using major online channels to reach vulnerable people, including consumers who have self-excluded from betting.

BGC Says Illegal Operators Are Reaching Vulnerable Users

The letter says unlicensed gambling sites are being promoted through platforms operated by some of the world’s largest technology companies. The BGC said those operators are not licensed by the UK Gambling Commission, do not follow British gambling rules, do not carry out required customer protection checks and do not pay UK tax.

The warning specifically points to adverts for so-called “not on GamStop” sites, which are aimed at people trying to avoid regulated gambling after self-excluding. The BGC said consumers who have taken that step should not be shown promotions encouraging them to gamble through unlicensed operators.

Hurst said technology platforms have the data, expertise and artificial intelligence tools needed to identify harmful illegal content at scale. The letter argues that the issue is no longer whether the problem can be addressed, but whether enough is being done.

World Cup Raises Black-Market Advertising Risk

The BGC’s warning comes as separate research from Entain highlighted coordinated illegal gambling promotion targeting UK audiences during the World Cup. Independent researchers identified activity across seven major digital platforms, including Kick, Instagram, X, YouTube, TikTok, Facebook and Twitch.

The research identified more than 30 unregulated gambling websites using football content, influencer accounts, gaming communities and short-form video to reach UK consumers. Researchers also recorded 72 instances of UK-facing promotion and found that several operators had already produced World Cup-related content before the tournament began.

The findings suggest illegal gambling promotion is no longer something users actively seek out. Instead, it has become embedded within everyday social media content, including material aimed at young men and sports fans.

Industry Calls for Stronger Platform Action

The BGC is asking technology companies to remove illegal gambling advertising before it reaches consumers, invest more resources in detection, cooperate more closely with regulators and law enforcement, and publish greater transparency around enforcement activity.

The letter also calls for improved intelligence sharing so illegal operators cannot simply move between platforms after accounts or adverts are removed. The BGC said some companies already participate in the Gambling Commission’s Illegal Gambling Taskforce, but warned that visible action has not matched the scale of the threat.

The financial stakes are growing. The BGC cited research suggesting illegal operators now account for almost half of gambling advertising spend in Britain and could overtake the regulated sector by 2028. It also pointed to forecasts that stakes with black-market operators could rise from £17 billion to £33 billion over the same period.

For UK regulators and licensed operators, the issue is moving beyond traditional gambling enforcement. The next test is whether technology platforms will take more direct responsibility for preventing unlicensed gambling brands from reaching consumers through online advertising, influencer content and search visibility.

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