The UK Gambling Commission has found that consumers participating in social media lotteries are more focused on whether a draw looks genuine than whether it is legally operated.
The regulator’s intelligence team recorded an increase in reports of suspected illegal lotteries and raffles on TikTok during 2025 compared with the previous year.
In response, the Commission commissioned Yonder Consulting to examine why consumers take part in these draws, how they encounter them, and how operators run them.
Key findings revealed that lower ticket prices, informal presentation and familiar payment methods could reduce consumers’ perception of risk when engaging with these promotions.
Researchers also found that some hosts appeared not to understand the rules, or deliberately used language and payment practices to obscure the nature of their activities.
Social media played a central role in exposing consumers to individual-led lotteries, with TikTok identified as a particular area of concern for the regulator.
Participants also encountered illegal lottery promotions through friends and family, while some operators used private groups and messaging services for entries and payments.
Consumers aged 18 to 24 were found to be more likely to have encountered illegal lottery operations on TikTok than older age groups.
The Commission acknowledged difficulties in recruiting younger participants for its research, meaning it does not yet have a comprehensive understanding of their consumer journeys.
As a result, the regulator identified 18 to 24 year olds as a priority group for future research into illegal gambling activity on digital platforms.
Over the past 12 months, Commission enforcement activity resulted in 252 illegal lotteries being removed from social media platforms across the UK.
The regulator confirmed it will continue to monitor website providers, social media businesses and payment providers to identify and remove illegal activity.
Rupam Jagota, research and impact manager for the Commission, commented on the findings in a blog post, stating the work has shed light on a growing issue.
“This research has provided us with insight into an aspect of the illegal gambling market that is relatively new,” Jagota said.
“Our aim is to continue strengthening the evidence base using innovative approaches so that we can better understand consumer experiences, identify emerging risks and target regulatory action where it can have the greatest impact in a digital ecosystem that’s rapidly changing.”
