As the 2026 World Cup draws huge audiences, new data released shows that a sizeable share of adults in the United Kingdom cannot tell legitimate and unregulated gambling promotions apart online. The findings highlight growing fears that millions of viewers could be exposed to dangerous betting operators as online activity booms.
Most Adults Unable to Spot Illegal Betting Ads, Study Finds
The study of over 2,000 adults, which was commissioned by Entain, the owner of Ladbrokes and Coral, reveals that more than three-quarters of respondents struggle to discern whether gambling advertisements on social platforms are from licensed providers. At the same time, few said they felt confident in identifying approved operators, indicating a gap in awareness.
However, most participants said they would avoid unlicensed gambling sites if they could tell them apart. However, the research points out that this confidence is not consistent with reality and puts many consumers at risk of falling for promotional offers. Illegal operators often have no basic safeguards, such as proper identity checks, a dispute resolution mechanism, or guarantees that winnings will be paid out.
The public does not trust current oversight. Few respondents believe existing laws are very effective against illegal gambling, and about a third say authorities are not doing enough to protect the public. Social media channels were also often mentioned as a key enabler in the spread of illicit betting content, particularly around major sporting events.
Entain Rolls Out Educational Drive on Risks of Unlicensed Betting Platforms
With the World Cup underway, industry observers warn illicit operators are likely turning up their marketing. Campaigns often make use of influencers and informal networks to reach large audiences quickly, making it more difficult for users to verify the authenticity of the content.
Entain has responded by launching a new awareness campaign to educate consumers. The campaign is fronted by online personality “Big John” whose content aims to explain the risks of illegal gambling in a simple and engaging format. The series uses short tournament highlight videos to detail the difference between unlicensed and licensed platforms, including misleading bonuses and a lack of consumer protection.
The initiative also provides viewers with resources on how to spot legitimate operators. It recommends verifying licensing credentials and confirming platforms have responsible gambling tools and secure payment systems.
The findings show the difference between what people think they are seeing and what they can actually identify online, said one senior executive at Entain. The company also noted that regulated markets provide good protections, while unregulated options leave people vulnerable to fraud and risk of harm.