The Betting and Gaming Council (BGC) has issued an open letter urging major technology companies to strengthen efforts against illegal gambling operators targeting consumers in the United Kingdom through digital channels.

Signed by BGC Chief Executive Grainne Hurst, the letter highlights growing concern that unlicensed gambling sites are increasingly using social media platforms, search engines, messaging apps, and digital advertising networks to reach UK users. The warning also notes that exposure includes individuals who have self-excluded from gambling or are actively seeking support services.

The intervention follows earlier comments from Gambling Commission Executive Director Tim Miller, who pointed to the continued presence of illegal gambling promotions online, including “not on GamGamStop” operators that bypass national self-exclusion protections.

Regulated sector protections missing in black market

According to the BGC, these offshore operators function outside the UK regulatory system. Unlike licensed firms, they are not required to meet customer protection standards, do not contribute to statutory funding for gambling harm research and treatment, and do not pay UK taxes.

The trade body referenced industry analysis from WARC, suggesting that illegal operators now account for nearly half of all gambling advertising spend in Britain. Forecasts cited by H2 Gambling Capital indicate that stakes placed with black market operators could rise from around £17 billion today to £33 billion by 2028, potentially overtaking the regulated sector in advertising influence.

In its letter, the BGC calls for a series of coordinated measures from technology platforms. These include proactive identification and removal of illegal gambling advertisements, increased investment in tools such as artificial intelligence and data analytics, stronger cooperation with regulators and law enforcement agencies, and improved transparency around enforcement actions. The council also stresses the need for cross-platform coordination to reduce consumer exposure to unlicensed operators.

Grainne Hurst said the scale of the issue is accelerating. “The harmful black market is growing at an alarming rate, and illegal operators are exploiting online platforms to target British consumers,” she stated.

She added that technology firms already possess the capability to address the problem more effectively. “Technology companies have some of the most advanced tools, data and expertise in the world. The question is no longer whether this problem can be addressed, but whether enough is being done.”

Hurst also warned that consumers moving toward unlicensed platforms are being stripped of safeguards. “Every consumer drawn towards an illegal operator is being pulled away from the protections of the regulated market,” she said in a press release, adding that platforms must “match the scale of the threat with the scale of their response.”

Regulatory concern over rising black market activity

The BGC’s intervention comes amid wider concerns about the rapid growth of black market gambling activity. Analysts suggest that illegal operators are increasingly sophisticated in their use of digital marketing, often targeting users through paid advertising and user-driven content across multiple platforms.

The letter also calls for closer alignment between industry, government, and digital firms to improve detection methods and disrupt illegal operators before ads reach consumers. It argues that without stronger collaboration and information sharing, enforcement efforts will continue to lag behind the expansion of unlicensed gambling networks.

The issue has also been discussed within government frameworks, including the DCMS Illegal Gambling Taskforce, which brings together stakeholders to address enforcement challenges. However, the BGC warns that visible progress has not kept pace with the expansion of the black market.