Entain is stepping up pressure on UK regulators as part of its wider effort to tackle illegal gambling activity. Their target this time: the way betting and gaming brands receive trademarks.
The Loophole
The FTSE 250 operator has raised concerns with the UK Intellectual Property Office, arguing that the current system allows companies without a UK Gambling Commission license to still secure trademark protection.
In its view, that creates a loophole where unlicensed operators can gain a sense of legitimacy simply by registering a brand name in the UK.
At the centre of Entain’s argument is the idea that trademark protection should not be separated from regulatory compliance.
The company believes that if a business is not legally allowed to offer gambling services in Britain, it should not be able to benefit from the recognition that comes with UK trademark registration.
Simon Zinger, Entain’s group general counsel and chief customer care officer, has been leading the push. He says the issue is becoming more urgent as black market operators continue to grow their presence and take customers away from licensed firms.
More Regulation Needed
Entain has asked the UKIPO to consider requiring applicants in gambling related categories to show proof of a valid Gambling Commission licence before a trademark is approved.
It argues this would bring trademark rules more in line with other regulated sectors, where certain terms or permissions depend on approval from a regulator.
The company also pointed to examples of overseas based gambling brands, many operating under licences from jurisdictions such as Curaçao and Anjouan, which it says have still managed to register trademarks in the UK despite not being authorized to operate in the country.
Entain says this weakens enforcement efforts and allows those companies to build credibility with British consumers.
In response, the UKIPO has said that its role is to assess whether a trademark itself breaches the law or public policy, not to judge the wider regulatory status of the applicant.
It added that existing legal frameworks already allow objections where necessary, but stopped short of agreeing that operator licensing should be a requirement for registration.
Even so, Entain is not backing down. The company says there is still room within existing legislation for a tougher approach, including refusing trademarks linked to gambling services where operators are not properly licensed in the UK.
The dispute comes as Entain continues a broader campaign against unlicensed gambling activity, including lobbying sports bodies and regulators over advertising and sponsorship standards.