Betting and Gaming Council urge big tech to tackle illegal gambling
The Betting and Gaming Council (BGC) has formally requested that major technology platforms intensify efforts to block illegal gambling operators from reaching UK consumers. In an open letter issued Tuesday, BGC chief executive Grainne Hurst stated that unlicensed sites are increasingly exploiting digital channels, including social media and search engines, to bypass consumer protections and regulatory oversight.
Did You Know? Market research from H2 Gambling Capital suggests that stakes placed with illegal gambling sites could rise from approximately £17 billion to £33 billion within the next five years.
Why the rise of illegal gambling matters
The growth of the black market presents a significant challenge to consumer safety. According to the BGC, unlicensed operators do not perform required customer protection checks, nor do they contribute to mandatory research and treatment levies or remit UK taxes. These platforms are often accessible to individuals who have self-excluded from regulated sites or are actively seeking assistance for gambling-related harms.
The scale of this shift is substantial. Analysis from the advertising insights firm WARC indicates that illegal gambling advertisers currently account for nearly half of all gambling advertising expenditure in Britain. Projections suggest that if current trends persist, the advertising presence of these black market operators could exceed that of the licensed sector by 2028.
How technology platforms may address the threat
The BGC is calling for proactive identification and removal of illegal advertisements before they reach users. The council has urged tech companies to increase investment in artificial intelligence and data analytics to improve detection, while also pushing for better information sharing across platforms. Hurst noted that while some tech companies participate in the government’s Illegal Gambling Taskforce, there is currently little visible evidence that collective action is meeting the scale of the threat.
Expert Insight: The challenge lies in the cat-and-mouse nature of digital regulation. As the Gambling Commission has observed, rising VPN usage complicates the ability to track and monitor traffic, meaning a larger portion of illegal activity may remain hidden from authorities than previously estimated. The transition from traditional advertising to user-generated content further complicates the enforcement landscape, shifting the burden onto platforms to distinguish between legitimate and illicit outreach.
What happens next
The proliferation of these sites may continue to expand if platforms do not implement more transparent and concerted responses, according to the BGC. With the World Cup approaching, the council warned that the illegal market could bank nearly £200 million in bets during the tournament. If regulatory policies continue to create competitive pressures on licensed operators, it may further strengthen the market share of unlicensed entities.
Looking ahead, the industry may see increased pressure on sports organizations to restrict sponsorships. Similar to the recent call from the operator Entain for the Independent Football Regulator to prevent clubs from partnering with unlicensed firms, future measures could focus on curbing the visibility of these operators to younger demographics.
Frequently Asked Questions
What is the primary concern regarding illegal gambling sites?
The BGC states that these sites operate without regulatory safeguards, do not pay UK taxes, and avoid mandatory contributions to gambling research and treatment levies.
How are illegal operators reaching UK users?
According to the BGC, these operators leverage social media, search engines, messaging services, and digital advertising networks to reach consumers, including those who have previously self-excluded.
What role does the Illegal Gambling Taskforce play?
The Department of Culture, Media and Sport established this cross-body taskforce to address the threat, with meetings scheduled twice a year. However, the BGC has noted a lack of visible collective action matching the scale of the growth in the black market.
What steps do you believe are most critical for technology platforms to take to ensure the safety of their users?