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The Betting and Gaming Council (BGC), led by CEO Grainne Hurst, has extended an open invitation to tech companies like Meta and Google to join the fight against illegal gambling in the UK. In a direct appeal, Hurst highlighted the rampant spread of unregulated gambling across social media, search engines, and digital advertising platforms, which are increasingly targeting British consumers.
Hurst emphasized that the most vulnerable individuals, including those who have self-excluded or are seeking support for problem gambling, are particularly at risk from these illegal operators. “These illegal operators are not part of the regulated gambling industry. They are not licensed by the Gambling Commission. They do not follow British rules. They do not carry out the checks required to protect customers. They do not contribute to research, prevention and treatment. They do not pay UK tax,” she stated.
Her call follows a speech by Tim Miller, Director of Research and Policy at the Gambling Commission, who earlier this year urged tech companies to take action against black market gambling. Miller noted that users can easily find lists of unlicensed gambling operators through standard online searches.
“The uncomfortable truth is that this content is still readily available, despite the extraordinary technological capabilities at your disposal,” Hurst added, referencing the advanced tools available to tech firms, such as AI, data analytics, and content moderation systems.
Research from World Advertising Research Center (WARC) suggests that illegal gambling advertising spend in Britain could exceed that of the regulated sector by 2028. Meanwhile, H2 Gambling Capital predicts that stakes with black market operators could rise from £17 billion today to £33 billion by 2028.
Hurst proposed several actions tech companies could take to combat illegal gambling, including proactive removal of illegal ads, increased investment in detecting black market operators, and stronger cooperation with law enforcement and regulators. She also called for greater transparency in enforcement efforts and a collective approach to safeguarding vulnerable consumers.
“The regulated betting and gaming industry, regulators, law enforcement, and technology companies all have a role to play,” Hurst concluded. “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.”
