Entain has published new research showing the vast majority of UK adults cannot tell the difference between legal and illegal betting promotions on social media.
A YouGov survey commissioned by the Ladbrokes and Coral owner found that 74% of adults struggle to identify unlicensed betting promotions circulating online.
The poll covered 2,017 adults in Great Britain, with fieldwork carried out between 12 and 18 May, coinciding with rising expectations around World Cup betting activity.
Only 10% of respondents said they found it easy to recognise a licensed betting advert when scrolling through their social media feeds.
Eight in 10 adults said they would be unlikely to knowingly use an illegal betting site, yet just 7% believed UK regulations were very effective at stopping illegal gambling.
One-third of respondents also stated that the government was not doing enough to protect people from unlicensed operators.
In response to its findings, Entain has launched a World Cup social media campaign fronted by social media creator Big John to raise public awareness.
The videos highlight misleading bonuses, weak recourse, and the absence of safeguards such as self-exclusion that are typically absent in the unlicensed market.
The campaign directs viewers to the Gambling Commission’s public register and encourages them to look for safer-gambling tools before placing any bets.
Entain’s findings align with a 2025 Gambling Commission study that similarly uncovered widespread consumer confusion over operators’ legal status across the UK market.
That study found some people who denied using unlicensed operators later gave answers suggesting the opposite, indicating the problem runs deeper than simple awareness.
The regulator described some bettors as accidental tourists, who reach unlicensed markets without deliberately seeking them out through search results, advertising, or hobby-related recommendations.
The issue of gambling advertising reaching young audiences remains a serious concern raised by official data from the Gambling Commission.
Last year, 79% of 11-to-17-year-olds said they had seen or heard gambling advertising, with social media named as the most common channel by 56% of those respondents.
Live streaming and video-sharing platforms followed at 42%, while 31% of young people who followed gambling content said a creator, influencer, or streamer had promoted it directly to them.
The UK has not imposed a blanket advertising ban, though ASA rules require gambling advertising to be socially responsible and prevent material with strong appeal to under-18s.
Updated CAP and BCAP guidance issued last October added specific advice covering social media, sports figures, and context in which gambling content appears.
In May, the ASA upheld a complaint over Oddschecker Instagram posts featuring Harry Kane and Erling Haaland, who were found to be of particular appeal to under-18s.
Premier League clubs are also removing front-of-shirt gambling sponsors after the 2025-26 season, reflecting a broader shift in how football approaches its commercial relationships with betting brands.
Entain’s campaign focuses on a distinct and pressing challenge: helping everyday bettors identify unlicensed promotions before they click, in feeds where ads, affiliate posts, and creator endorsements often appear side by side.
