Most UK Adults Cannot Spot Illegal Betting Ads Online, Entain Study Finds

A new study commissioned by Entain says more than three-quarters of adults in the United Kingdom struggle to tell whether gambling ads on social platforms come from licensed operators. For PSPs and high-risk merchants, the point is simple: when users cannot tell regulated from unregulated offers, illicit traffic gets a much easier path to the checkout.

1. The research surveyed over 2,000 adults in the United Kingdom and found that most respondents could not distinguish legitimate gambling promotions from unregulated ones online. Few said they felt confident identifying approved operators, which points to a basic awareness gap rather than a narrow edge case.
2. Entain, the owner of Ladbrokes and Coral, said most participants would avoid unlicensed gambling sites if they could tell them apart. The catch is that the study says this confidence does not match reality, leaving consumers exposed to promotional offers that can come from operators without basic safeguards.
3. The report says illegal operators often lack proper identity checks, a dispute resolution mechanism, and guarantees that winnings will be paid out. For payment providers, that is the part that matters operationally: the merchant may present as a betting brand, but the surrounding controls can be missing at the exact points risk teams care about.
4. Public trust in oversight appears weak. Few respondents said existing laws are very effective against illegal gambling, and about a third said authorities are not doing enough to protect the public. Social media was repeatedly identified as a key channel for spreading illicit betting content, especially around major sporting events such as the 2026 World Cup.
5. Entain has launched an awareness campaign fronted by online personality “Big John” to explain the difference between unlicensed and licensed platforms. The campaign uses short tournament highlight videos and points viewers to checks such as verifying licensing credentials, looking for responsible gambling tools, and confirming secure payment systems.

The practical takeaway for high-risk operators and their PSPs is that social traffic around major events can blur the line between regulated acquisition and illegal promotion fast. If users cannot reliably spot the difference, then the burden shifts back to the merchant and its payment stack to prove the brand is licensed, the controls are real, and the payment flow is not just another part of the disguise.