Entain Highlights Consumer Confusion Between Legal and Illegal Betting Sites on Social Media
Entain has released research showing that 74% of British adults struggle to identify unlicensed or illegal betting platforms on social media. Only 10% say they can easily spot such promotions.
The FTSE 100 company, owner of Ladbrokes and Coral, is intensifying its campaign against illegal operators. It has raised concerns with football authorities and intellectual property bodies. This comes as the UK government considers restrictions on under-16s using platforms like X and Instagram.
The findings point to a clear gap. Consumers believe they can avoid illegal sites, yet most cannot reliably identify them online. As major events like the World Cup approach, this vulnerability becomes more pressing.
Research Reveals Gap Between Confidence and Reality
Entain commissioned the study, which underscores a concerning disconnect. 74% of UK adults have difficulty distinguishing legal from illegal betting promotions on social media.
This research reveals a genuinely concerning gap between consumer confidence and consumer reality.
People are confident they would avoid illegal operators, yet most cannot reliably identify them. Nearly three-quarters of UK adults are sitting ducks for illegal operators to exploit major sporting events such as the World Cup.
A further 33% said they do not think the government is doing enough to protect consumers from illegal betting and gaming. This sentiment arrives at a turbulent time.
Industry Voices on the Scale of the Illegal Market
The licensed UK betting sector has long raised alarms about illegal gambling. These concerns often intersect with debates over regulation and taxation.
According to the Betting and Gaming Council (BGC), illegal gambling stakes amount to around £16.6bn and are projected to reach £33bn by 2028, based on H2 Gambling Capital data. The BGC also asserted that some £40m was wagered on Royal Ascot via illegal platforms last week.
Grainne Hurst, Chief Executive Officer of the BGC, stated: “Unfortunately, major events like this also attract the attention of criminal gambling operators, who are eager to exploit that interest for their own gain.”
She continued that the illegal black market offers customers none of the protections found in the regulated sector, while making no contribution whatsoever to the sport they seek to profit from. As evidence shows the black market is growing, it is vital that policy decisions support a thriving regulated market which protects customers and helps keep gambling crime at bay.
From my perspective after decades observing the evolution of gaming markets, these figures illustrate how illegal operators free-ride on regulated investments in integrity and consumer safeguards.
Entain’s Multi-Front Campaign and Social Media Focus
Entain is not limiting its efforts to research. The company has contacted the Premier League, Independent Football Regulator (IFR), and Intellectual Property Office (UKIPO) to push for policy updates.
On social media, it has highlighted cases of unlicensed platforms using influencers, tipster accounts, brand ambassador deals, and AI-generated content. One example is a bookmaker calling itself ‘Bellingham Bet,’ which uses the name and likeness of England player Jude Bellingham without permission.
To counter this, Entain announced a partnership with social media personality ‘Big John’ Fisher, father of professional boxer Johnny ‘The Romford Bull’ Fisher. The collaboration encourages customers to ‘not score an own goal’ during the 2026 World Cup.
The UK’s regulated gambling market offers some of the strongest consumer protections in the world. The illegal market offers none of these safeguards, leaving people exposed to fraud, unfair treatment and serious harm.
With the World Cup now underway, it is more important than ever to raise awareness of these risks. The campaign with Big John aims to reach audiences where illegal operators are most active.
Risks, Limitations, and the Path Forward
The industry’s black market arguments have sometimes struggled to gain traction with policymakers, who have grown numb to repeated pleas amid debates over regulation and taxation. This creates a risk that legitimate concerns about consumer harm and lost tax revenue are sidelined.
Entain’s shift toward direct engagement with football bodies, IP authorities, and social media influencers represents a pragmatic response. Yet questions remain about enforcement speed. Government action on under-16s and social platforms may help, but broader coordination is needed to close the identification gap.
Illegal operators exploit events that regulated brands help popularize, without contributing to integrity, taxation, or protections. This structural imbalance threatens to undermine public trust if left unaddressed.
The Bottom Line
Entain’s research and campaign shine a light on a real vulnerability in how consumers navigate online betting promotions. With 74% unable to easily tell legal from illegal sites, the regulated sector faces both competitive distortion and heightened consumer risk during events like the World Cup. Policymakers, sports bodies, and operators must accelerate efforts to bridge this gap through clearer enforcement, education, and platform accountability. As someone who has spent decades observing the evolution of gaming, I see this as an inflection point where targeted collaboration can strengthen the licensed market’s integrity while protecting customers. What steps will prove most effective remains to be seen, but the direction must prioritize both safeguards and fairness.
