BGC Extends Open Invitation to Tech Giants Like Meta and Google to Combat the UK Black Market
The Betting and Gaming Council has taken a direct approach to some of the world’s largest technology companies. Grainne Hurst, Chief Executive Officer of the Betting and Gaming Council (BGC), has reached out to firms including Meta and Google with an open invitation to join the fight against illegal gambling operators.
In an open letter, the BGC and its members highlighted how black market activity thrives across social media, search engines, messaging services, and digital advertising networks. This targets British consumers, with a particular focus on those most at risk.
Hurst relayed that those who are at most risk of such marketing campaigns are the most vulnerable, those who have self-excluded, who are seeking support for a disruptive gambling behaviour – and that they’ve been preyed upon by illegal operators who are hiding in plain sight.
Hurst was adamant: “These illegal operators are not part of the regulated gambling industry. They are not licensed by the Gambling Commission. They do not follow British rules. They do not carry out the checks required to protect customers. They do not contribute to research, prevention and treatment. They do not pay UK tax.”
She referenced a speech by Tim Miller, Director of Research and Policy at the Gambling Commission, from earlier this year. That address also urged tech conglomerates to take a stance against the black market.
Miller detailed how illegal companies operate on a mass scale. Users can access full lists of unlicensed operators through a simple Google search.
“The uncomfortable truth is that this content is still readily available, despite the extraordinary technological capabilities at your disposal,” Hurst added, alluding to the arsenal of tools that firms like Meta have, such as data vaults, tech expertise, artificial intelligence, illegal content markers, among others.
The Scale of the Black Market Threat
Market data presented by Hurst drew from research by the World Advertising Research Center (WARC). It expects illegal gambling advertising spend in Britain to overtake that of the regulated sector by as early as 2028.
On the consumer side, H2 Gambling Capital expects stakes with black market operators in Britain to double by that same year. This would rise from £17bn today to £33bn in 2028.
These figures illustrate a structural shift. What began as a fringe issue now risks becoming the dominant channel if left unchecked.
The UK government has responded by tightening oversight. Baroness Twycross, Gambling Minister, heads the Illegal Gambling Taskforce. Several tech companies already participate alongside licensed operators and payment providers.
Major regulated operators are also acting. Entain has taken steps against unlicensed advertising in the Premier League and the handling of trademarks to such companies.
Yet Hurst remained adamant: “Yet as the black market continues to grow, there remains little visible evidence that collective action is matching the scale of the threat.”
Practical Steps Tech Companies Can Take
Hurst outlined several clear measures for tech platforms to consider. These focus on leveraging their capabilities to drive meaningful change.
The suggestions include proactively identifying and removing illegal gambling advertising before it reaches consumers. They also call for investing more resources in detecting and disrupting black market operators.
Strengthening cooperation with law enforcement, regulators, and industry forms another pillar. Sharing intelligence would prevent illegal operators from simply moving between platforms.
Greater transparency around enforcement activity and outcomes should be published. A coordinated effort to keep vulnerable consumers away from unlicensed operators rounds out the list.
Hurst concluded: “The regulated betting and gaming industry, regulators, law enforcement and technology companies all have a role to play. None of us can solve this challenge alone.”
The BGC stands ready to work with every platform willing to help protect consumers, disrupt illegal operators, and ensure the online ecosystem is not used as a gateway to gambling harm.
Risks and Limitations of Tech-Led Action
While the invitation is open, several risks and limitations deserve attention. Tech companies may hesitate due to concerns over free speech, platform liability, or the sheer volume of content they already moderate.
Cooperation could also raise questions about data privacy and the balance between enforcement and user experience. If platforms overreach, they risk alienating users or inviting regulatory scrutiny of their own practices.
There is a further limitation in enforcement reach. Even with advanced tools like artificial intelligence, illegal operators adapt quickly. Without sustained intelligence sharing and aligned incentives, progress could prove incremental rather than transformative.
From my perspective after decades observing the evolution of gaming regulation and enforcement, these challenges highlight why isolated efforts often fall short. The black market exploits fragmentation across jurisdictions, platforms, and sectors.
That said, the BGC’s approach recognizes a core truth. Technology companies possess capabilities that regulators and operators alone cannot replicate at scale.
Why Collective Action Matters Now
The letter frames this as more than a competitive issue between regulated and unregulated markets. It is about consumer protection at its foundation.
Illegal operators bypass the checks, taxes, and responsible gambling measures that define the licensed industry. This creates an uneven playing field and exposes vulnerable players to greater harm.
As someone who has spent decades in the gaming industry, I see this as an inflection point. The convergence of digital platforms, advertising networks, and gambling creates both opportunity and risk.
Tech firms have already joined taskforces and engaged in limited partnerships. The BGC invitation seeks to move from ad hoc participation to coordinated, visible commitment.
The Bottom Line
The BGC has laid out both the scale of the black market problem and a practical roadmap for technology companies to help address it. With projections showing illegal stakes reaching £33bn by 2028, the urgency is clear. Success will depend on whether platforms translate their technological advantages into sustained, transparent action alongside regulators and the licensed industry. Operators and policymakers should watch closely for signs of genuine partnership. Those willing to engage may shape a safer online environment while reinforcing the value of the regulated market.
