Entain, the London-listed gambling operator, has intensified its efforts to tackle unlicensed and illegal gaming in the UK, focusing specifically on the protection of trademarks within the sector. The FTSE250 company has formally raised concerns with the UK Intellectual Property Office (UKIPO), urging stricter oversight for gambling brands seeking British trademarks.
The operator argues that the current system allows unlicensed companies to obtain trademarks, which grants them “the commercial legitimacy that registration confers” despite their operations being illegal under UK law. Simon Zinger, Entain’s Group General Counsel and Chief Customer Care Officer, stated, “[Entain] has been around for some time now and we’re on a journey of trying to create more and more awareness about the harm of black-market gambling operators. Increasingly, there is more and more market share being lost to these kinds of companies in the UK.”
Entain has submitted an annex listing unlicensed operators holding UK trademarks, highlighting that many of these sites are registered in jurisdictions such as Curacao or Anjouan. The company argues that UKIPO should take into account the regulatory status of an applicant or the intended use of the trademark, rather than solely reviewing the mark itself. Beth Williams, Entain’s Group Head of IP, said the regulator could explore mechanisms to ensure only licensed operators gain commercial legitimacy via trademarks.
Calls for Proof of Licensing
The company insists that operating gambling services in Great Britain without a licence is a criminal offence under Section 33 of the Gambling Act 2005. Entain has proposed that UKIPO should require evidence of a valid Gambling Commission licence before granting registration for gambling-related trademarks. Zinger also suggested aligning this approach with existing regulations under the Companies Act 2006, which prevents unregulated companies from registering names that could imply a regulated service, such as ‘bank’ or ‘insurance’.
To reinforce its position, Entain has asked the Gambling Commission to establish a proactive objection process during the two-month trademark publication window, ensuring unlicensed operators do not gain undue legitimacy. While UKIPO’s General Counsel Adam Williams responded that trademark law permits objections in cases prohibited by law, he rejected the notion that prior regulatory approval should be required for registration. As reported by World Trademark Review, Williams wrote, “The assessment of whether a mark is contrary to public policy, or whether its registration is prohibited in law, relates to the intrinsic properties of the mark itself. This does not involve an assessment of the actions of the applicant or how the mark is used.”
Expanding Anti-Black Market Efforts
Entain’s campaign has extended beyond trademarks. The company has lobbied sports authorities, including the Premier League and the Independent Football Regulator (IFR), to ensure clubs work exclusively with licensed operators. Ladbrokes, one of Entain’s core brands, is a partner of Liverpool FC, and the group has urged other Premier League teams to adopt similar policies.
This push for regulatory reform coincides with a period of transition for UK gambling oversight. The Gambling Commission is currently without a permanent CEO, and the Department for Media, Culture and Sport (DCMS) has recently appointed Emma Floyd as Director of Sport and Gambling. Until these leadership roles are fully established, Entain may have to continue its advocacy independently to protect the integrity of the UK gambling market.
By targeting unlicensed operators through both trademark regulation and sports partnerships, Entain seeks to reduce black-market influence and ensure that gambling activity in the UK adheres to legal and consumer-protection standards.