The Betting and Gaming Council (BGC), the UK’s main gambling industry body, is imploring major technology firms to tackle the surge of illegal gambling operations exploiting digital platforms. In an open letter issued on Tuesday, BGC’s chief executive Grainne Hurst emphasized the escalating issue of unauthorized gambling ads infiltrating social media, search engines, messaging services, and digital ad networks. Hurst cited research by H2 Gambling Capital, warning that illegal stake volumes might spike from £17 billion today to £33 billion within five years.
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Alarming Growth of Black Market Gambling
The BGC has flagged that these unlicensed operators are increasingly using tech channels to reach UK customers — including self-excluded individuals seeking gambling help. Unlike licensed operators, they bypass regulatory safeguards, contributing neither to UK tax nor to mandated research and treatment funds. Advertising insights firm WARC has reported that illicit gambling advertisers account for almost half of all gambling advertising in Britain. Projections suggest they might overshadow licensed operators’ advertising presence by 2028.
Tech Companies Called to Act
BGC’s letter urges tech companies to view illegal gambling as a pressing consumer protection issue. It advocates proactive measures, like identifying and removing illegal adverts before they reach users, and calls for investment in AI and data analytics to combat black market operators. Hurst remarked, “We no longer question if this problem can be addressed; instead, we question if enough is being done.” The UK’s Gambling Commission supports this call, highlighting challenges in monitoring illegal gambling due to rampant VPN use, suggesting much of the activity remains hidden.
Regulatory Challenges and Industry Response
Hurst acknowledges the complexities between paid ads and user-generated content but rejects complexity as an excuse for inaction. She noted the Department of Culture, Media and Sport’s (DCMS) creation of an Illegal Gambling Taskforce, set to meet biannually, as a positive step. However, she pointed out that while some targeted tech firms are part of this taskforce, visible action against the black market is lacking. Hurst warned that without better detection and information sharing across platforms, policing illegal gambling ads remains severely constrained.
Overlapping Industry Efforts
BGC’s letter underscores the issue as a public policy and consumer protection challenge, demanding coordinated efforts from governments, regulators, tech platforms, and the gambling sector. Failure to respond decisively could allow the illegal market to expand unchecked. Last week, BGC cautioned that the black market could collect nearly £200 million in bets during the World Cup. Hurst stated, “Policies that make it harder for regulated operators to compete strengthen the hand of the black market.”
Efforts to curb illegal gambling are echoed across the industry. Recently, Entain urged the Independent Football Regulator (IFR) to prohibit UK clubs from taking sponsorships from non-licensed operators, potentially reducing unlicensed exposure, particularly among young men. What’s next? The DCMS’s Illegal Gambling Taskforce is expected to gather twice annually to push for cohesive strategies against illicit gambling operations.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
