Most UK adults believe they would avoid using illegal gambling websites, but a new survey suggests many may not be able to recognise them in the first place.
Research conducted by YouGov on behalf of Entain, based on responses from 2,000 UK adults, found that 74% of respondents could not confidently distinguish between a UK-licensed gambling operator and an unregulated offshore site. Despite that uncertainty, 80% said they would not knowingly use an illegal gambling platform.
Growing Awareness Gap Raises Consumer Protection Concerns
The findings point to a disconnect between consumer confidence and reality, particularly as illegal gambling websites become increasingly sophisticated in how they present themselves online. During major sporting events, unlicensed operators often step up their marketing efforts, making it more difficult for consumers to identify legitimate betting sites. The survey also found that one in three respondents believes the UK government is not doing enough to combat illegal gambling operators or protect consumers from unlicensed platforms.
Licensed gambling businesses in Great Britain must comply with regulations covering safer gambling, identity verification, anti-money laundering requirements, customer fund protection and dispute resolution. By contrast, illegal operators typically fall outside the jurisdiction of the UK Gambling Commission, leaving players with limited protections if disputes or payment issues arise.
Campaign Focuses on Educating Players
The research forms part of Entain’s wider consumer awareness campaign launched during this summer’s FIFA World Cup, with social media creator Big John helping to promote educational content aimed at encouraging bettors to verify whether a gambling operator is licensed before signing up.
According to Entain UK & Ireland Managing Director Bejay Patel, the survey demonstrates that many consumers overestimate their ability to identify illegal gambling websites despite expressing confidence that they would avoid them. He said this creates opportunities for black market operators to target players during major sporting events. Patel also stressed that Britain’s regulated gambling market offers some of the strongest consumer protections available, while unlicensed operators provide none of the same safeguards, increasing the risks of fraud, unfair practices and gambling-related harm.
All in all, the findings suggest that improving consumer awareness could play an increasingly important role alongside regulatory enforcement in helping players stay within the licensed market. Likely next steps would be tighter controls, which the UK is already pursuing at different levels.
