A newly commissioned YouGov survey, backed by gambling operator Entain, has found that three in four British adults cannot distinguish between regulated and illegal gambling platforms. The survey, which polled 2,000 adults, highlights a significant gap in consumer awareness regarding black market betting websites.
According to the data, 80% of respondents stated they would not use black market betting websites if they were aware of their illegality. However, 74% admitted they were unsure how to differentiate between an illegal gambling platform and a UK-licensed online casino or bookmaker. This suggests that many consumers are vulnerable to exploitation by unregulated operators.
Government Action Needed
One in three respondents said the government is not doing enough to combat illegal operators and protect the public. The findings come as the World Cup intensifies, a period when illegal gambling ads often surge. The campaign, which includes influencer Big John, aims to raise awareness through social media.
Bejay Patel, UK and Ireland Managing Director of Entain, commented: “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.”
Consumer Protection Risks
Patel emphasized the dangers: “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, Patel stressed the urgency: “It is more important than ever that we raise awareness of these risks. Our campaign with Big John is designed to reach audiences where illegal operators are most active and provide clear, simple information to help them stay safe.”
The survey underscores the need for clearer labeling and public education to help consumers identify legal operators. Entain continues to advocate for stronger enforcement against black market gambling.
