Entain survey: most UK adults can’t spot illegal betting ads

• A YouGov survey of 2,017 GB adults aged 18+ found 74% struggle to identify illegal betting promotions on social media.
• Only 7% of respondents believe UK regulations are very effective at preventing illegal gambling.
• Entain has launched a World Cup awareness campaign fronted by social media creator “Big John” Fisher.

Entain has warned that millions of UK fans watching the 2026 FIFA World Cup cannot tell legal operators from illegal ones, exposing them to significant consumer risk.

The release is the latest in a near-weekly series of moves by the Ladbrokes and Coral owner against the black market since the tournament began.

Consumer awareness gap

The survey, commissioned by Entain and conducted by 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 is from a UK-licensed platform. Nearly three-quarters (74%) are unsure or actively struggle to identify legitimate platforms.

Despite 80% of respondents saying they are unlikely to use illegal betting sites knowingly, most lack the practical tools to avoid them.

Public confidence in the regulatory framework is similarly low. Only 7% of respondents 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.

More than half (53%) say the Government should play the leading role in protecting consumers. Social media platforms (37%), major sporting events (39%) and banks and financial providers (38%) are also seen as having significant responsibility.

Unlike UK-licensed operators, illegal sites typically offer no access to independent dispute resolution, no self-exclusion schemes, limited age verification and no guarantee that winnings will be paid.

Entain’s earlier OSINT 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, which researchers concluded was a single coordinated affiliate campaign.

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. It has also urged caution over industry-commissioned estimates.

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. Known for his “Bosh” catchphrase, viral food content and a Guinness World Record, Fisher commands a loyal following among younger audiences. That demographic is precisely who illegal operators most actively target, according to Entain’s own research.

Running throughout the tournament, the campaign uses short-form videos to explain the differences between licensed and illegal operators, covering misleading bonuses, absent consumer protections and limited customer recourse.

Content directs viewers to a dedicated information hub on checking a site’s UKGC licence status, verifying operators on the UKGC public register and accessing 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 land as the UK’s Illegal Gambling Taskforce is still in its early stages, having published formal terms of reference as recently as May.