Sami Kurvinen 
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Illegal Gambling Advertising Goes Digital in the UK
While the UK Gambling Commission (UKGC) uses AI to monitor ads, the Betting and Gaming Council (BGC) urges tech platforms to do their part to prevent illegal gambling sites from reaching people online.
How are illegal gambling sites using tech platforms to reach UK customers?
The BGC has raised a warning that illegal gambling operators are increasingly using social media, search engines, messaging apps and online ads to target UK customers with appealing ads.
These tech platforms include giant and well-known sites and apps such as Google and Meta.
How much of gambling advertising is done by illegal operators in these channels?
Reports indicate that almost half of gambling advertising spending in Great Britain is done by illegal operators that lack a valid UKGC license.
There are also fears that they will outspend the licensed operators on digital ads by 2028.
What are the Betting and Gaming Council (BGC) urging tech companies to do?
In an open letter addressed to the tech giants by the BGC, they urge them to take action against these illegal operators since they have the following capabilities at their disposal:
- They have the data.
- They have the expertise.
- They have the artificial intelligence tools.
- They have the ability to identify harmful illegal content at scale.
- The issue is no longer whether this problem can be addressed.
- The issue is whether enough is being done.
- And the stakes could not be higher.
BGC also concluded the letter with:
- The black market is growing.
- The threat is real.
- The consumers at risk are real.
- And the time for action is now.
“We stand ready to work with every platform willing to help protect consumers, disrupt illegal operators and ensure the online ecosystem is not used as a gateway to gambling harm.
The question is simple.
Will you join us?”
What other issues are contributing to the rise of illegal gambling online in the UK?
Another growing issue reported lately is the increased use of VPN services in the UK.
These VPN tools mask the user’s real location, and with their use, it may be possible to bypass restrictions and access gambling websites that they would not be allowed to use as UK residents.
The use of VPNs also makes it harder to track illegal gambling in the UK.
Will the tech giants act?
This is not exactly new for anyone, as it is a well-known issue that big tech firms are well aware of.
However, this open letter from BGC to the tech firms shows how far we have come and how serious the illegal gambling issue is becoming.
Will the tech giants act? Only time will tell.
How big is the black market in the UK?
Estimates show that money bet on the black market and illegal sites is now around £17 billion and could grow to about £33 billion within the next few years.
BGC has also said they are concerned that these illegal operators could take around £200 million in bets during the ongoing World Cup.
Why it’s a bad idea to gamble on the black market
There are several reasons why you should never gamble on illegal sites that lack a UKGC license.
The main ones are:
- You are not protected.
- They are operating illegally in the UK.
- They can refuse your withdrawals.
- Games can be rigged.
- There is no Gamstop or similar tools.
- You are on your own when disputes arise.
It’s also important that these illegal operators are prevented from advertising to UK residents, as they can target vulnerable people and people with gambling-related issues.
