UK Gambling maintains a statistically stable rate of severe problem gambling amongst adults, indexed at 2.7%, undertaken by research in 2024. The figure forms part of Year 2 of the “Gambling Survey for Great Britain for 2024” (GSGB 2024). The new research methodology of the UK Gambling Commission (UKGC) which helps uncover new insights in…
The UK Gambling Commission (UKGC) has shed more light on its latest black market report, acknowledging the challenges but remaining firm in its commitment to counteract illegal operators.
Tim Livesley, UKGC Head of Data Innovation Hub, highlighted that the UKGC’s methods for data collection have been noticeably improved thanks to a more tightly-knitted collaboration between the Commission’s data and enforcement teams.
The latest UKGC report, which examines practices by licensed operators that might be pushing consumers towards the black market, is largely relying on automation for intelligence gathering, Livesley added – with automation also now a core part from the business model of some of the biggest gambling companies in the world, as revealed during SBC Summit Lisbon.
Besides freeing up resources and increasing efficiency, the UKGC’s Head of Data Innovation added that automation has also allowed for the collection of data on a more frequent basis – not necessarily putting the Commission a step ahead of the black market but improving its efforts nevertheless.
The report itself has focused on black market activity over the last 15 months, identifying consumer migration facilitated through search engines and affiliate links. In its closing lines, the analysis concludes that there is ‘no observed evidence of a sustained black market growth’.
Lack of evidence isn’t evidence
However, Livesley also acknowledged that generating accurate estimates does pose significant challenges due to the illegal nature of the black market, which generally keeps it hidden and therefore very little can be said about it in a factual manner.
Perhaps even more daunting is the dynamic nature of the illegal market, with Livesley adding that unlicensed operators are continuously moving away from the UK only for others to take up their space.
Having these two statements in mind, the UKGC’s claim of lack of evidence for a substantial growth should be viewed with a level of scepticism, as gathering accurate data appears to be a challenging endeavor – if not completely impossible.
Vulnerability is profitable
Until a reliable solution is found to meaningfully push back against the black market, every player in the UK will remain at risk from illegal operators profiting off of vulnerability.
A report published by gambling harm charity Deal Me Out earlier this year revealed that £10m was deposited into the black market in the months prior to the publication.
Of that amount, a total of £3.6m was given away by individuals suffering from problem gambling, £1.9m from general consumers, and £5.1m was staked by content creators sponsored by unlicensed operators – further unveiling the size of the marketing machine behind the black market.
The UK Gambling Commission (UKGC) has issued a £240,000 penalty to the operator of Betfred.com for having online slot features which breached its Remote Technical Standards (RTS).
The Commission found that Petfre (Gibraltar) Limited, which runs betfred.com and oddsking.com (no longer operational), operated a selection of slot titles that failed to meet RTS requirements, including “hosting games which failed to display the consumer’s net position and games which celebrated losses as wins”.
RTS requires all gaming sessions to clearly show a customer’s net position, and a gambling system must not celebrate returns that are less than or equal to the total stake gambled.
Concerns about the celebratory effects’ fairness when a customer was in an overall losing position were raised by the UKGC, which stated that it may “negatively impact a player’s ability to interpret their gameplay accurately and make informed choices”.
Action was immediately taken by Petfre (Gibraltar), according to the report, which decommissioned the affected titles.
“Features that impair a consumer’s ability to make informed decisions are not appropriate and pose a clear risk,” commented John Pierce, Commission Director of Enforcement.
“While we acknowledge the operator acted swiftly to remove the affected games, this enforcement action should serve as a clear signal to the wider industry to review and strengthen their compliance practices — and to ensure that gameplay is fair and consumers are not exposed to unnecessary risk.”
Petfre (Gibraltar) has previously faced regulatory action from the UKGC, as the operator was fined £2.87m for social responsibility and anti-money laundering failures in 2022.
iGaming Expert has reached out to Betfred for comment on the UKGC fine.
The UK Gambling Commission (UKGC) has reminded licences and wider stakeholders they have until 29 September to submit feedback and opinion on technical changes to the UK’s gambling rulebook.
Feedback is required in lieu of the Commission updating its Licence Conditions and Codes of Practice (LCCP) to bring it into line with the Digital Markets, Competition and Consumers Act (DMCC) 2024, which replaces the outdated Consumer Protection from Unfair Trading Regulations (CPUTR) 2008.
The DMCC will also sweep away the Alternative Dispute Resolution for Consumer Disputes Regulations (ADRR) 2015 in April 2026 – leaving the Commission with little choice but to modernise its framework.
The regulator insists the proposals won’t pile new duties on operators but are a clean-up job to ensure legal references match the UK’s new consumer regime, changes include:
Licence Condition 7.1.1 would be rewritten to swap references to CPUTR for the DMCC on unfair commercial practices.
Social Responsibility Code 5.1.9 would be updated to pull definitions of misleading actions and “invitations to purchase” directly from the DMCC.
Footnote ‘a’ of Code 6.1.1 would be amended to cite DMCC accreditation rules in place of the ADRR 2015.
Footnote ‘b’ of Code 6.1.1 – an obsolete list of approved dispute providers – would be scrapped altogether.
The Commission will also strip outdated references from its website and guidance notes, though that doesn’t require formal consultation.
A UKGC spokesperson said: “These changes simply ensure the LCCP aligns with the modernised legislative framework under the DMCC Act 2024. Feedback from stakeholders will help us confirm that all necessary adjustments have been identified and correctly applied.”
Improving consumer redress
The tweaks come against the backdrop of the Gambling Review, which promised a tougher hand on consumer redress – including a long-awaited Gambling Ombudsman to police complaints and disputes.
Fresh rules on marketing consent came into force on 1 May. Operators must now give customers explicit choice over the products and channels they want to hear about, and are barred from sending any promotional material without prior approval.
The White Paper also ordered the Commission to crack down on cross-selling – requiring consent before pushing customers into new products – and to expand consumer choice on how marketing is delivered.
With the consultation window closing, operators are under pressure to make their views known before the Commission locks in changes later this year.
Around 8% of Gamstop users have bet with unlicensed operators, according to an independent evaluation conducted by the UK self-exclusion service provider.
A challenge the charity has found itself having to address is the prevalence of black market websites and affiliate networks, with it having worked with the UK Gambling Commission (UKGC) to report illegal operators and remove promotional content.
Many of these websites deliberately market themselves as ‘non-Gamstop casinos’ or something similar, directly targeting the 600,000 people registered with Gamstop with an unlicensed gambling product. Gamstop states that around 8% of its users had used unlicensed operators.
As it stands, the prevalence of problem gambling in the UK – based on Commission statistics from the Gambling Survey for Great Britain – stands at 0.2%, with a further 1.2% of people at risk of ‘moderate harm’ according to the regulator.
Gamstop continues to see rising levels of engagement with its online self-exclusion service, however, with over 600,000 now registered to the system.
Upon taking leadership of the group, its new Chair, Chris Pond, has earmarked strengthening operational integration between the online GAMSTOP system and the betting shop-based MOSES system.
New leadership for a new era
Gamstop has asserted that the group has the chance to seize new opportunities in the country’s changing regulatory landscape.
Pond has officially taken over as Gamstop Chair from Jenny Watson CBE, who had served in the role for seven years. He assumes the role as the UK’s gambling charity sector enters a new era following the 2005 Gambling Act review.
A two-and-a-half-year process, the Gambling Act review concluded in April 2023 with a White Paper which, among other key measures, recommended the introduction of a statutory levy for gambling harm.
This will see operators make a mandatory yearly contribution to support research, education and treatment (RET), with the NHS taking over from GambleAware as the lead commissioner for charitable projects.
Pond remarked: “The Gamstop Group can play a key role in providing data and insights to inform research and policy and collaborating on prevention initiatives that align with national priorities.
“This is a moment to deepen our impact and reinforce our commitment to public protection, ensuring self-exclusion remains accessible, effective, and responsive to user needs.”
Raising awareness and building bridges
The new Chair has also emphasised a need to promote awareness of self-exclusion tools, particularly among vulnerable groups – though it has previously stated that it thinks most people in the UK are aware of the tools it offers.
This focus on ensuring awareness comes amid an acknowledgement from regulators and charities of the stigma many people suffering from gambling harm feel, which may affect their willingness to engage with said tools.
As Gamstop looks to meet head on not only the challenges of the coming years, but also the opportunities of a new regulatory era the organisation’s new leadership has stressed the importance of cultivating links with other organisations and sectors.
This includes, as mentioned above, the Gambling Commission, as well as financial services – the latter’s experience of data sharing of particular interest to Gamstop. This is something that has also been highlighted by the Commission itself.
Throughout the duration of the Gambling Act review the Commission reiterated on multiple occasions that betting could learn from financial services when it comes to data sharing. This has also been implemented into post-review policy to some extent, with the ‘financial risk checks’ affordability measures underpinned by Open Banking-enabled data sharing.
On top of this, it also wants to engage more with the sports sector. While the relationship between sports and betting in the UK has felt some pressure lately, with visibility in the Premier League set to shrink next year, sports still remains a useful way to engage with bettors.
“There is scope for data sharing and early intervention, where financial behaviour may signal risk; embedding self-exclusion tools into banking apps and platforms; and joint awareness campaigns to promote responsible gambling and financial wellbeing,” Pond remarked.
He added: “Reaching sports audiences is crucial. Football and other sports are closely linked to gambling advertising and sponsorship, and many fans may be at risk or know someone who is.
“By partnering with clubs and sports organisations, we can raise awareness in high-risk environments and promote positive messages about self-care and support.”
The Advertising Standards Authority (ASA) has upheld a complaint against William Hill, ruling that a voucher promotion in its betting shops risked encouraging irresponsible gambling. The case centred on a voucher printed from a gaming machine on 3 April 2025. It told the recipient: “You’ve won a £5 cash match on any game!” and added: “Redeemable between 03/04/2025…
The UK Gambling Commission (UKGC) has opted to close the Advisory Board for Safer Gambling (ABSG) as part of the market’s move to the research programmes funded by the statutory levy.
According to the Commission, the advisory board has completed its original remit of providing oversight and challenge in relation to the National Strategy to Reduce Gambling Harms, so focus must now shift to “new arrangements better aligned to the next phase of research and regulation”.
Andrew Rhodes, Chief Executive of the UKGC, stated: “ABSG has played an important role in shaping how we think about gambling harms, and embedding lived experience perspectives into regulation. I want to thank all current and former members for their contribution and commitment.
“As we move into a new phase with the implementation of research programmes funded by the statutory levy, our priority is to ensure we have the right expert input to help inform our work. This is the right time to close ABSG and establish new arrangements that reflect the future needs of our gambling regulation and research.”
The UKGC noted that the ABSG assisted in important gambling regulation development, including recognising gambling harms as a public health issue and creating the Lived Experience Advisory Panel to include lived experience opinions in policy and regulation.
The Commission added that the advisory board also provided support to the introduction of the statutory levy, developed to fund independent research, education and treatment.
Helen Child, Head of Governance, added: “ABSG have made a huge contribution to gambling regulation and the Commission. I am grateful for the insight, engagement and challenge each and every member has provided.”
A new research-focused expert group will be established by the UKGC to “support the expanded role of research made possible through levy funding”.
The implementation of the statutory levy will cause several changes to take place in the UK gambling market beyond the closure of the ABSG.
One of those changes will be to GambleAware, as it will undergo a managed closure by 31 March 2026, with the charity fulfilling its existing commissioning agreements until the new system is in place by April 2026.
The levy will see the UK Research and Innovation, Office for Health Improvement and Disparities, as well as NHS England and relevant bodies in Scotland and Wales, working as Research, Prevention and Treatment Commissioners respectively.
The UK Gambling Commission has released the first phase of a new study that seeks to provide insight into the illegal online gambling sector in the UK.
Initially focused on consumer awareness, drivers and motivations to engage with the black market, the research, conducted by Yonder Consulting, revealed only a minority of players were aware they were straying into the illegal market.
The research also found that those using the black market were more likely to prioritise better odds, playing games unavailable in the UK and alternative payment methods.
Others chose to do so due to the lower barriers to entry, such as ID verification processes, and the ability to circumvent protection measures like self-exclusion.
Andrew Rhodes, Chief Executive of the Gambling Commission, commented: “The illegal online market is unsafe, unfair and criminal – that is why the Commission has invested heavily in this area in recent years.
“To be even more effective in combatting the illegal market it’s vital that we have both a deep and broad understanding of how it operates, and this insight is a crucial step in building that understanding in a very complex area to research.”
According to the research, users of illegal sites fall into four distinct categories.
‘Self excluders’, those who have previously chosen to self-exclude from licensed sites but feel the urge to gamble again.
Meanwhile, ‘social explorers’, players who typically discover sites through social media and affiliate websites, and ‘accidental tourists’, are both likely to be unaware they are playing on an illegal site.
“I didn’t realise these sites might be unlicensed. I didn’t even think about their being UK based or otherwise,” said one respondent in the latter category.
Finally, ‘skilled advocates’ are players who “knowingly and systematically engage with illegal websites”, and are motivated by the desire to acquire new skills and explore a variety of new game types.
Individuals in this group tend to find websites by engaging in conversations with other gamblers through platforms like X, Whatsapp, Facebook, Telegram and Reddit.
The Betting and Gaming Council estimates that £2.7bn is staked annually on the online black market in the UK, equivalent to 2.1% of the amount staked with regulated operators.
Despite engaging with black market sites, the majority of respondents agreed that it is important for operators to hold a licence to offer their services in the UK.
“We are determined to protect consumers and maintain confidence in the regulated sector by taking robust, evidence-led action,” Rhodes emphasised.
“Since April 2024 we’ve seen a ten-fold increase in our disruption activity, and we intend to continue to work with a wide range of partners to build on this success.”
The release of the study marks the start of a phased publication in the coming months, with later work focused on engagement and data trends, enforcement and disruption activity and the challenges of estimating the size of the UK’s black market.
British charity GamCare has expressed confidence in the contribution its Money Guidance Service (MGS) makes as part of its wider gambling harm treatment programmes.
The charity first launched the MGS back in 2022 with pilots in the East Midlands and Yorkshire & the Humber regions of England, as a response to demands for financial advice.
Gambling’s societal impact has been under the microscope, both regulatory and academically and otherwise, for the past few years, particularly during the 2005 Gambling Act review between 2020-2023.
Three years after launching the MGS regionally in 2022 and nationally in 2023, GamCare believes that the service is serving a ‘critical function’ for people looking for help with problem gambling and gambling-related harm.
Kathy Wade, Money Guidance Service Manager at GamCare, commented: “It’s fantastic to see the impact that the team has had in helping people recover from gambling-related financial issues, especially as we continue to see rising costs impact people in Britain.
“This report highlights the important steps the team is taking in helping people get back on their feet after gambling-related debt. We’re looking forward to implementing the recommendations of the report and continue building an excellent service which helps people get back in control of their finances.”
Gambling debt and gambling reform
GamCare’s evaluation report of the MGS concluded that people who received support via it reported having greater control of financial stability, a reduction of their debt, and general support for recovery and general wellbeing.
Participants also stated that the service has joined the dots between gambling support and debt advice, one of GamCare’s main objections when setting up the MGS.
The charity reported back in 2022 that 76% of people calling into its National Gambling Helpline stated that they had encountered financial difficulties due to gambling while 31% said that financial struggles were a key reason behind their gambling.
The report’s publication comes amid a renewed debate around gambling harm in the UK, with some politicians and other stakeholders calling for another look at Britain’s gambling regulations.
This is despite the recommendations of the Gambling Act review still being implemented by the UK Gambling Commission (UKGC) and the wider industry.
Much of the concerns driving these calls for another regulatory review revolve around the financial impact of problem gambling, with politicians like Dawn Butler MP often arguing that betting shops are located in more impoverished areas than affluent ones.
GambleAware states that UK authorities must address and understand gambling harms as a public health crisis with extended consequences for households and communities.
The message is led by the GambleAware Annual Treatment and Support Survey of 2024, which reveals that “almost one in three (30%) adults who gamble and are experiencing any risk of gambling problems want treatment, support or advice.”
The survey, conducted by YouGov for the past five years, notes a steep increase in adults seeking help for gambling-related harms — double the 17% recorded in 2020.
2024 data and insights underline a troubling rise in the scale of harm, determined in the UK by the Problem Gambling Severity Index (PGSI). Anyone who scores more than eight in the Gambling Survey for Great Britain, run by the UK Gambling Commission (UKGC), is considered to be suffering from gambling harm.
“The proportion experiencing any level of problems with gambling (PGSI score of 1+) has risen to 16%, up from 13% in 2023, with statistically significant rises seen in the proportion in the PGSI 1–2, 3–7 and 8+ categories,” the report read.
Family harms & risk
Research underscores that gambling harm extends far beyond the individual to households and communities. “Overall, 8.1% of the adult population surveyed were classified as an affected other… up from 7.0% in 2023 and the highest figure across years. This corresponds to approximately 4.3 million GB adults.”
The toll on families and loved ones is clear: “Three in four (75%) of affected others” said gambling damaged their relationship with the person who gambles. 69% reported experiencing depression, anxiety or anger, and half (50%) faced direct financial consequences from a loved one’s gambling.
The report also estimates that “around two million children may be living in households with an adult experiencing ‘problem gambling’.” Broader data suggests up to 5.8 million children may be affected by someone else’s gambling, either through financial stress or family disruption.
Qualitative interviews illustrated the personal strain. One participant shared: “I would definitely be looking to cut it down just to enjoy family time more, and be more present, and stop the arguments that occur with friends and family.” (Male, 34, PGSI 4). Another said: “Losing the money was definitely a big influence [in reducing gambling]… losing the money a couple of times in a row. I just said enough is enough, so it was like cold turkey straight away.” (Female, 47, PGSI 5).
Cost of living cuts deeper
The report shows that gambling harms often compound existing financial pressures. People experiencing “problem gambling” (PGSI 8+) were disproportionately affected by the cost-of-living crisis: “77% reported having taken steps to cut back on essentials such as energy use and food shopping, compared with 49% of those experiencing no reported problems (PGSI 0).”
Crucially, “those experiencing ‘problem gambling’ (PGSI 8+) were the only PGSI group where a majority reported that their gambling has had some impact on their financial situation recently. Over two in five (44%) reported that it has improved as a result, whilst around one in four (23%) said it has worsened.”
For many, short-term wins offered false hope, but the long-term result was instability. One female participant described: “I wasn’t able to buy food for about a week because I’d spent the food shopping money on scratch cards.” (Female, 53, PGSI 7). Another reported borrowing from family to cover everyday costs: “I’d lose, I don’t know, like a hundred pounds… so I’d text my dad, for example, and be like, ‘the washing machine’s broke… I need to borrow a hundred pounds’, because I was trying to constantly make up for what I’d lost again.” (Female, 27, PGSI 18).
Zoë Osmond OBE, CEO of GambleAware, said: “Gambling can be highly addictive, with devastating impacts on people’s lives, relationships and financial stability. While it is encouraging that more people have sought help, this rise may also point to a growing public health crisis. We are increasingly alarmed by how gambling is being normalised and how frequently people—especially young people—are exposed to gambling across Great Britain.”
Public wants stricter advertising rules
The survey also revealed overwhelming support for curbs on gambling advertising, especially when children are exposed. “91% supported a ban on advertising on TV channels or programmes popular with children, and 90% supported a ban on social media.” A majority also backed bans before the 9pm watershed and restrictions at sporting events.
The report warns that gambling is being normalised for young people, with risks heightened by digital media, gaming and the spread of gambling-style content.
Supporting stricter oversight of advertising, Osmond concluded: “To reverse this troubling trend, urgent preventative action is needed. This must include tougher regulation of gambling advertising to stop gambling being portrayed as ‘harmless fun’.
There should also be mandatory health warnings on all gambling ads, stricter controls on digital and social media marketing, and a full ban on gambling promotion in stadiums and sports venues to protect children and young people from harm.”
UK authorities must understand demand for treatment and support
The 2024 YouGov survey is likely to mark GambleAware’s final research contribution, as the charity prepares to wind down and cease operations by 31 March 2026. Its closure forms part of the UK government’s transition to a statutory levy and a new public health-led system for addressing gambling harms.
Kate Gosschalk, YouGov Associate Director, said: “We are pleased to share the findings from the latest annual Treatment and Support Survey, a substantial online survey of around 18,000 people in addition to interviews with those who gamble. The new data provides valuable insight about gambling harm, including an increase in the number of people seeking support/treatment over the past five years.”
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