Entain: 74% of UK adults can’t identify illegal betting ads

Three in four UK adults cannot reliably tell whether a betting promotion on social media comes from a licensed operator or an illegal site, according to a YouGov survey commissioned by Entain and published ahead of the 2026 FIFA World Cup.

Consumer awareness gap

YouGov polled 2,017 GB adults aged 18+ between 12 and 18 May. Just 10% said it is easy to identify whether a betting promotion on social media comes from a UK-licensed platform. Nearly three-quarters (74%) are unsure or actively struggle to make that distinction.

The gap between intent and capability is notable. Eight in ten respondents (80%) said they are unlikely to use illegal betting sites knowingly, yet most lack the practical tools to avoid them.

Public confidence in the regulatory framework is similarly low. Only 7% believe UK regulations are very effective at preventing illegal gambling. One in three (33%) say the Government is not doing enough to protect citizens from illegal operators.

When asked who bears the primary responsibility for consumer protection, 53% pointed to Government. Social media platforms (37%), major sporting events (39%) and banks and financial providers (38%) were also seen as having significant responsibility.

The practical stakes for consumers are real. Unlike UK-licensed operators, illegal sites typically provide no access to independent dispute resolution, no self-exclusion schemes, limited age verification and no guarantee that winnings will be paid.

The scale of the illegal market is contested. The Betting and Gaming Council has cited H2 Gambling Capital data showing UK illegal gambling stakes have reached £16.6bn, projected to surpass £33bn by 2028. The Gambling Commission has previously said it has seen no evidence of a sustained rise in engagement with unlicensed operators and has urged caution over industry-commissioned estimates.

Entain’s own earlier open-source intelligence research identified more than 30 unregulated gambling sites promoting to UK audiences across seven major platforms. Researchers logged 72 instances of UK-facing promotion involving 44 influencer and tipster accounts. At least 12 football fan accounts posted identical betting tips simultaneously — a pattern Entain’s researchers concluded pointed to a single coordinated affiliate campaign.

Big John campaign

Entain has launched a World Cup social media campaign fronted by Big John Fisher, father of professional boxer Johnny “The Romford Bull” Fisher. Fisher holds a Guinness World Record and commands a loyal following through viral food content and his “Bosh” catchphrase. That demographic — younger, highly active on social media — is precisely who illegal operators most actively target, according to Entain’s research.

The campaign runs throughout the tournament in short-form video format, explaining the practical differences between licensed and illegal operators: misleading bonuses, absent consumer protections and limited customer recourse. Viewers are directed to a hub covering how to check a site’s UKGC licence status, how to use the UKGC public register, and how to access safer-gambling tools.

Bejay Patel, MD UK and Ireland at Entain, said:

“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 online. Nearly three-quarters of UK adults are sitting ducks for illegal operators to exploit major sporting events such as the 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 that we raise awareness of these risks. Our campaign with Big John is designed to do exactly that, reaching audiences where illegal operators are most active and providing clear, simple information to help them stay safe.”

The findings arrive as the UK’s Illegal Gambling Taskforce remains in its early stages, having published formal terms of reference as recently as May. Whether industry-led awareness efforts move the needle on detection rates — or whether that requires platform-level intervention by social media companies — remains an open question as the tournament progresses. The pattern fits a broader 2025 trend of regulators and licensed operators pushing back harder against unlicensed activity across multiple jurisdictions.

Source: Entain