BGC calls on technology companies to combat illegal gambling ads

The Betting and Gaming Council (BGC) has intensified its campaign against illegal gambling ads by urging major technology companies to take stronger action against unlicensed operators targeting consumers across Britain.

In an open letter addressed to leading technology firms, the trade body warned that illegal gambling operators continue to use digital platforms to advertise their services to UK consumers. The BGC argued that stronger cooperation between technology companies, regulators and law enforcement agencies is necessary to reduce consumer exposure to these unregulated websites.

The intervention comes amid growing concerns from regulators and industry stakeholders regarding the expansion of the online gambling black market and its potential impact on consumer protection.

Growing concerns over illegal gambling ads

The BGC’s letter was signed by Chief Executive Grainne Hurst, who highlighted concerns that unlicensed gambling websites are using a wide range of online channels to reach consumers.

According to the organisation, illegal operators are advertising through social media networks, search engines, messaging applications and digital advertising platforms. These activities allegedly allow unlicensed operators to promote gambling products to individuals who may be particularly vulnerable, including those who have self-excluded from gambling or are actively seeking support services.

The trade body stressed that illegal gambling advertising presents a challenge because consumers may not always be able to distinguish between licensed and unlicensed operators when viewing advertisements online.

As a result, consumers could potentially engage with operators that operate outside the protections offered by the regulated UK gambling market.

Regulatory concerns highlighted by the Gambling Commission

The BGC’s latest intervention follows comments made earlier in the year by Gambling Commission Executive Director Tim Miller.

Miller warned that advertisements for illegal gambling websites continue to appear online, including sites promoted as being “not on GamStop.” Such references are often used by operators seeking to attract consumers who are excluded from gambling through self-exclusion programmes.

The Gambling Commission has repeatedly stated that consumers should only gamble with licensed operators that comply with UK regulatory standards.

The regulator continues to monitor illegal gambling activity and works alongside enforcement agencies to identify operators targeting UK consumers without the required authorisation.

Why unlicensed operators are a concern

One of the key arguments presented by the BGC is that unlicensed operators operate outside the UK’s established regulatory framework.

Unlike licensed businesses, these operators do not hold Gambling Commission licences and are therefore not required to follow the same standards relating to customer protection, responsible gambling measures and anti-money laundering controls.

The trade body also noted that such operators do not contribute through the statutory levy and do not pay UK taxes in the same manner as regulated gambling businesses.

According to the BGC, this creates an uneven environment in which licensed operators must meet extensive regulatory obligations while illegal operators can potentially avoid those requirements.

The organisation believes that reducing the visibility of illegal gambling ads would help direct consumers toward regulated operators where safeguards are in place.

Research points to growth in the black market

The BGC cited several industry analyses to support its concerns regarding the growth of illegal gambling activity.

Among the data referenced was analysis from WARC, which suggests that illegal operators account for a substantial proportion of gambling advertising expenditure in Britain. The analysis indicates that the black market’s share of gambling advertising could continue growing in the coming years.

The organisation also referred to forecasts from H2 Gambling Capital that estimate gambling stakes placed with black market operators could rise significantly by 2028.

Such projections have contributed to broader discussions across the industry regarding the effectiveness of current measures aimed at preventing illegal gambling activity online.

While future forecasts are inherently subject to uncertainty, the figures have nevertheless prompted renewed calls for coordinated action among industry stakeholders.

BGC outlines recommendations for technology firms

In its open letter, the BGC outlined several areas where technology companies could increase their efforts.

The organisation called on digital platforms to improve their ability to identify and remove illegal gambling advertising before it reaches consumers.

It also urged technology companies to allocate additional resources to detecting and disrupting unlicensed operators that use online advertising systems to promote their services.

Another recommendation focused on strengthening cooperation with regulators and law enforcement agencies. The BGC argued that information sharing and coordinated enforcement actions could help improve the identification of illegal operators and reduce their online presence.

The trade body further requested greater transparency regarding enforcement activity. According to the organisation, regular reporting on actions taken against illegal gambling advertisements could provide greater visibility into the effectiveness of current efforts.

Finally, the BGC encouraged technology firms to work collectively in order to develop broader industry solutions designed to reduce consumer exposure to illegal gambling websites.

Grainne Hurst calls for stronger action

Commenting on the issue, Grainne Hurst emphasised the scale of the challenge facing the regulated gambling industry.

She said: “The harmful black market is growing at an alarming rate and illegal operators are exploiting online platforms to target British consumers.

“Technology companies have some of the most advanced tools, data and expertise in the world. The question is no longer whether this problem can be addressed, but whether enough is being done.

“Every consumer drawn towards an illegal operator is being pulled away from the protections of the regulated market.

“We are calling on technology platforms to match the scale of the threat with the scale of their response.”

Her comments reflect a broader industry debate regarding the role of technology platforms in monitoring and restricting harmful or unlawful advertising activity.

The challenge ahead

Addressing illegal gambling ads remains a complex issue involving multiple stakeholders, including regulators, licensed operators, technology companies and law enforcement agencies.

The increasing sophistication of digital advertising systems has created new opportunities for legitimate businesses but has also presented challenges when preventing unlawful operators from reaching consumers.

As concerns surrounding black market gambling continue to grow, pressure is likely to increase on technology companies to demonstrate how they identify, monitor and remove illegal gambling advertising from their platforms.

The BGC’s latest appeal highlights the industry’s view that greater collaboration between the private sector and public authorities will be essential to protecting consumers and maintaining confidence in the regulated gambling market.

Conclusion

The Betting and Gaming Council’s call for stronger action against illegal gambling ads reflects growing concerns about the expansion of unlicensed gambling activity in the UK. While regulators and licensed operators continue to promote safer gambling environments, the presence of illegal advertisements across digital channels remains a significant challenge.

By encouraging technology companies to strengthen enforcement measures, improve transparency and work more closely with regulators, the BGC aims to reduce consumer exposure to unregulated gambling services. Whether these efforts lead to meaningful changes will depend on the willingness of technology platforms, regulators and industry participants to collaborate in addressing a rapidly evolving online landscape.

FAQs

What are illegal gambling ads?
Illegal gambling ads are advertisements promoting gambling operators that do not hold the required licence to offer services in a particular jurisdiction.

Why is the BGC concerned about illegal gambling ads?
The BGC believes these advertisements may direct consumers toward unregulated operators that do not provide the same safeguards as licensed businesses.

Who is the Betting and Gaming Council?
The Betting and Gaming Council is a trade association representing licensed betting and gaming operators in the United Kingdom.

What did the BGC ask technology companies to do?
The organisation called for stronger detection and removal of illegal gambling advertising along with greater cooperation with regulators and law enforcement agencies.

What is the Gambling Commission’s role?
The Gambling Commission regulates commercial gambling in Great Britain and oversees licensing and consumer protection requirements.

Why are unlicensed operators considered risky?
They may operate outside established regulatory standards and may not provide the same customer protections required of licensed operators.

What is GamStop?
GamStop is a self-exclusion service that allows individuals in the UK to restrict their access to participating online gambling operators.

How are illegal operators reaching consumers?
According to the BGC, they use social media platforms, search engines, messaging services and digital advertising networks.

What is black market gambling?
Black market gambling refers to gambling services offered by operators that are not licensed or regulated within the relevant jurisdiction.

Can technology companies help reduce illegal gambling activity?
Technology companies can assist by identifying unlawful advertisements, removing offending content and cooperating with regulators and enforcement authorities.