Entain has launched a consumer awareness campaign during the 2026 FIFA World Cup after research commissioned by the operator found that most UK adults struggle to distinguish between licensed and unlicensed gambling promotions online.
The YouGov survey, conducted among more than 2,000 adults, found that 74% of respondents were unsure or actively struggled to identify whether betting promotions on social media came from a licensed UK operator. Only 10% said identifying licensed gambling advertising online was easy.
The findings arrive as regulators, operators and policymakers continue to debate the growth of the UK's illegal gambling market.
Research cited by Entain suggests offshore gross gambling yield has increased from £200m ($272m) in 2019 to £685m in 2025, while offshore betting turnover has risen from £5bn to £16.6bn over the same period.
The issue has gained additional prominence during the World Cup. Earlier this month, Entain published separate research identifying more than 30 unregulated gambling websites actively targeting UK audiences through social media channels, influencers and content creators.
The study recorded 72 instances of UK-facing promotional activity across platforms including TikTok, Instagram, YouTube, X and Twitch.
The operator's latest campaign features social media creator Big John and aims to explain how consumers can identify licensed gambling brands and avoid offshore operators that do not provide access to safeguards such as GamStop participation, dispute resolution services and regulated customer protections.
Entain UK and Ireland MD Bejay Patel said: "People are confident they would avoid illegal operators, yet most cannot reliably identify them online."
Patel added: "With the World Cup now underway, it is more important than ever that we raise awareness of these risks."
The research also highlighted wider public concerns about enforcement. One-third of respondents said the Government was not doing enough to protect citizens from illegal gambling, while only 7% viewed current regulations as very effective at preventing illegal gambling activity.
The findings come as illegal gambling continues to attract political attention in the UK. Gambling Minister Baroness Twycross recently stated that policymakers were seeking to ensure consumers remain within the regulated sector rather than being pushed toward unlicensed operators.
Last week, Entain confirmed it was exploring strategic options for its Entain CEE joint venture as rising UK gambling taxes reshape the group's priorities and debt reduction plans. The review comes as the operator continues to balance regulatory pressures in its home market with international growth opportunities.
Entain previously called on the Independent Football Regulator to prevent clubs from entering sponsorship agreements with gambling operators that are not licensed in the UK
