The Gambling Commission has published research examining how consumers encounter and participate in illegal lotteries and raffles promoted by individuals, influencers and small businesses through social media.
Conducted by Yonder Consulting under the regulator’s Consumer Voice Programme, the three-phase project focused primarily on TikTok while also covering Facebook and Instagram. It combined digital intelligence mapping with a survey of more than 4,000 UK adults and qualitative interviews involving nine players and one draw host.
Participation was relatively low at population level, but exposure was common and frequently passive. Users encountered draws while scrolling, watching livestreams or viewing reposts and recommendations. Prize-focused posts, countdowns and winner announcements created urgency and encouraged engagement.
The research found that participants tended to assess credibility through visible winners, familiar hosts, repeated exposure and recommendations rather than licensing checks. Low ticket prices, mobile-first entry and informal presentation also made the activity appear casual and low risk.
Awareness of the legal position was limited among participants and the host interviewed. Under the Gambling Act 2005, most online lotteries require a society lottery licence or local-authority registration and must raise funds for good causes rather than private or commercial gain.
Consumer risk often increased after users left the original social platform to enter and pay through external websites, payment links or peer-to-peer methods. These journeys could appear familiar despite providing potentially weaker safeguards.
The Commission said low stakes and limited awareness make consumers unlikely to report suspicious draws, complicating efforts to determine the scale of illegal activity. Suggested responses include proactive monitoring, intelligence-sharing, platform interventions and action focused on off-platform payment journeys.
The report also recommended further study of younger adults, particularly those aged 18 to 24, and additional research into hosts’ motivations, business models and understanding of licensing requirements.
The research adds to the Gambling Commission’s developing consumer evidence base. Its new GSGB trust index recorded an initial score of 47.9 out of 100, with younger adults reporting the lowest confidence, while the 2025 GSGB placed the problem gambling rate at 2.4%.
Consumers entering illegal online lotteries are not breaking the law; responsibility rests with hosts that fail to comply with Great Britain’s gambling regulations
