Illegal operators are taking a much bigger share of UK gambling advertising. New analysis cited from WARC (World Advertising Research Center) suggests the market is moving towards a tipping point. That makes UK gambling advertising less about volume and more about who is behind the spend – see more details published by the UK Betting and Gaming Council (BGC):

• WARC data cited in the article puts the UK gambling advertising market at a projected GBP 1.9bn (ca. EUR 2.2bn) by October 2026. The headline figure masks diverging trends between licensed and unlicensed operators. Illegal and unregulated firms are steadily increasing their share of total spend.
• Licensed operators are expected to reduce advertising spend by 9.2% this year to GBP 1.1bn (ca. EUR 1.3bn). In contrast, the unregulated segment is forecast to grow by 32%. Based on current projections, illegal gambling advertising could exceed GBP 1bn (ca. EUR 1.1bn) within two years.
• The share of licensed operators in UK gambling advertising has dropped from over 80% a few years ago to just over half today. It is expected to fall below 50% by 2028. This would mark a shift where unregulated operators account for the majority of visible advertising.
• Digital channels are now central to this shift. Search and online display make up the largest share of gambling ad spend, according to WARC. These channels are harder to regulate and more likely to expose under-18s compared to traditional broadcast media.
• The article highlights differences between regulated and unregulated operators. Licensed firms must apply age checks, safer gambling tools and compliance standards. It states: “The direction of travel is clear,” pointing to continued growth in illegal activity within UK gambling advertising.

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