BGC Urges Tech Firms to Tackle Illegal Gambling Ads

The Betting and Gaming Council (BGC) has urged major technology companies to step up efforts against illegal gambling operators that continue to target consumers in Britain through online platforms.

In an open letter signed by BGC Chief Executive Grainne Hurst, the trade body argued that unlicensed gambling websites are using social media, search engines, messaging apps and digital advertising networks to reach UK users, including people who have self-excluded from gambling or are seeking help for gambling-related harm.

The BGC’s intervention follows earlier comments from Gambling Commission Executive Director Tim Miller, who warned that advertising for unlicensed gambling sites, including services promoted as “not on GamStop”, remains visible online.

According to the trade body, operators that serve British customers without a UK licence are not subject to Gambling Commission rules, do not contribute through the statutory levy and do not pay UK gambling taxes.

The letter also cited industry research suggesting that the black market’s advertising presence is growing. Analysis from WARC was referenced as indicating that illegal operators account for a substantial share of gambling advertising expenditure in Britain and could surpass the regulated sector by 2028. Forecasts from H2 Gambling Capital were also highlighted, projecting that stakes with unlicensed operators could rise from around £17 billion to £33 billion by 2028.

In response, the BGC called on technology companies to strengthen their enforcement efforts by identifying and removing illegal gambling adverts, committing more resources to disrupting unlicensed operators, improving cooperation with regulators and law enforcement agencies, increasing transparency around enforcement activity and working collectively to reduce consumer exposure to illegal gambling sites.

Hurst said the black market is expanding rapidly and that online platforms are being used to direct British consumers toward operators that sit outside the regulated system.

She added that technology companies possess the tools and data needed to tackle the problem and argued that the issue is no longer whether action is possible, but whether enough is currently being done.

The BGC said stronger action from digital platforms is needed to help ensure consumers remain within the regulated gambling market, where licensing requirements and player protections apply.