Gambling Commission Calls for Increased Consumer Education to Combat Illegal Gambling Sites

The Commission’s "Illegal Online Gambling: Consumer Awareness, Drivers and Motivations" report marks the beginning of a research series examining black market gambling operations. The study identifies critical knowledge gaps among consumers and outlines the primary factors driving players toward illegal gambling platforms.

Low Consumer Awareness Creates Vulnerability

The research found significant awareness deficits among gambling consumers. Most participants demonstrated limited understanding of which operators hold valid licenses, while many expressed uncertainty about how to verify an operator’s legal status. Despite this confusion, consumers consistently recognized the importance of proper licensing for gambling websites.

The study revealed that illegal gambling sites typically serve as supplementary platforms rather than primary gambling destinations. No survey respondent reported using exclusively unlicensed operators, suggesting these platforms fill specific gaps in the regulated market.

Key Motivations for Illegal Site Usage

Players cited several factors that attract them to unlicensed operators. Access to expanded game libraries and content unavailable on regulated platforms emerged as a primary driver. Participants also reported finding more favorable odds and the ability to transact in alternative currencies, including various cryptocurrencies.

A concerning finding showed some consumers actively sought illegal platforms to circumvent responsible gambling protections. Since unlicensed sites operate outside regulatory frameworks, players can avoid standard safety measures including identity verification, deposit limits, and age checks.

The report highlighted particular concern regarding self-excluded players who use illegal sites to resume gambling activities before their exclusion periods expire. These platforms do not integrate with Great Britain’s official self-exclusion systems.

Four Consumer Categories Identified

The research identified four distinct consumer groups that engage with illegal gambling sites. "Skilled players" knowingly choose unlicensed operators to access specific currencies beyond British pounds. "Social explorers" discover these platforms through social media, forums, or personal recommendations, often conducting small test transactions before larger investments.

"Accidental tourists" represent consumers who encounter illegal sites unknowingly and engage without understanding their unlicensed status. The fourth group consists of self-excluded individuals specifically seeking to circumvent their gambling restrictions.

Demographic analysis showed men aged 18-24 demonstrate the highest likelihood of using illegal gambling platforms. Players scoring eight or higher on the Problem Gambling Severity Index showed increased engagement with unlicensed operators.

Popular activities on illegal platforms include online football betting, slots, bingo, and virtual games.

Regulatory Response and Recommendations

The Commission acknowledged study limitations, including reliance on self-reported behavior and focus on recent gambling participants excluding National Lottery players. Despite these constraints, the findings generated clear action recommendations.

Primary recommendations include improved consumer education programs to help distinguish licensed from unlicensed operators and communicate associated risks. The regulator called for targeted interventions addressing each consumer group’s specific motivations and behavior patterns.

Additional recommendations covered increased scrutiny of payment processing, marketing practices, affiliate activities, and cross-border advertising to limit illegal site access. The Commission also emphasized ongoing monitoring requirements to track engagement patterns.

"The illegal online market is unsafe, unfair and criminal," said Commission Chief Executive Andrew Rhodes. "That is why the Commission has invested heavily in this area in recent years. To be even more effective in combatting the illegal market, it’s vital that we have both a deep and broad understanding of how it operates."

Rhodes noted the Commission’s increased enforcement activity, reporting a ten-fold increase in disruption activities since April 2024. The regulator plans to continue collaborating with various partners to build on these results.

The Commission’s research represents part of ongoing efforts to protect consumers and maintain confidence in the regulated gambling sector through evidence-based policy development and enforcement actions.