Millions of UK football fans are following the 2026 World Cup while illegal operators increase their activity online. New research commissioned by Entain suggests many consumers struggle to distinguish licensed platforms from unlicensed ones. The findings highlight growing concerns around illegal gambling ads on social media.

• A YouGov survey of 2,017 UK adults found that 74% struggle to identify unlicensed betting promotions on social media. Only 10% said it is easy to recognise whether a gambling advertisement comes from a licensed UK operator. Despite this, 80% said they would be unlikely to knowingly use an illegal gambling site.
• Public confidence in efforts to tackle illegal gambling remains low. Just 7% of respondents believe current UK regulations are very effective at preventing illegal gambling, while 33% said the government is not doing enough to protect consumers. Social media platforms were also identified as a key channel for the spread of illegal gambling ads.
• The research was released as the 2026 FIFA World Cup gets underway, a period when illegal operators often increase marketing activity. According to Entain, these sites frequently target users through social media, influencers and unregulated networks. Unlike licensed operators, they generally do not offer self-exclusion tools, dispute resolution services or strong age verification measures.
• To address the issue, Entain has launched a World Cup awareness campaign featuring social media creator Big John. The campaign uses short-form videos to explain the risks linked to illegal gambling ads and how consumers can identify licensed operators. “This research reveals a genuinely concerning gap between consumer confidence and consumer reality,” said Bejay Patel, Managing Director UK and Ireland at Entain.

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