Unlicensed Gambling Sites Gaining Traction in the UK, Influencers Accused
Undercover social media personalities entice UK residents towards illegitimate commerce.
In a startling revelation, UK-based gambling charity Deal Me Out [Link in English] recently unveiled a report on April 9, 2025 that suggests an increasing number of UK players are turning away from legitimate gambling platforms and gravitating towards dangerous unregulated ones [Link in English].
Deal Me Out's shocking report is based on surveys conducted among over 1,250 minors, 300 adults, and 10 content creators in the UK. The findings indicate that gambling influencers have a substantial impact on current trends and are boosting the black market with their illicit content.
Illegal Gambling Sites Promoted in Live Streams
These UK-based casino streamers generate an estimated 5 million monthly clicks on unlicensed gambling sites by sharing commission-based advertising links. Some streamers even provide guides for viewers on how to access these banned sites using virtual private networks (VPNs).
According to the survey, an astounding 90% of the content creators surveyed favor and promote the crypto-gambling provider BC Game for their streams. BC Game does not hold a British gambling license and therefore operates illegally in the UK.
Take, for example, the statement of a casino streamer during his live broadcast:
"If you want to play on BC Game to support me as a gambling creator - and if you want fast spins, autoplay, bonus purchases, no ID verification, and full player protection - then sign up... and click the link below." [iGB]
Alarming Number of UK Minors Involved
Deal Me Out also estimates that approximately 420,000 minors in the UK are active on these illegal gambling sites. This includes not only online casinos and sports betting but also computer and mobile games, primarily focused on loot box purchases.
A 14-year-old player explained:
"For me, it was a social thing. After school, we were on Discord, watching each other play – even with friends from the US, South America, and Asia. It had something, virtually sitting at the table with your friends." [iGB]
Stricter UK Gambling Regulations May Be Fueling Black Market Growth
Recent UK gambling regulation tightening, such as the reform of the Gambling Act and the White Paper from April 2023, may be driving the black market growth [6].
The new rules include age-based betting limits for online slots, added restrictions like the elimination of turbo spins and auto-play, and new deposit limits for new customers starting from October 31, 2025.
A YouTube influencer stated:
"Regulation has pushed us in this direction. Without crypto casinos, we can't keep up. Our audience wants bonus buys, turbo spins, high roller content – all of which are no longer allowed in the UK." [iGB]
Call to Action: Curbing Illegal Gambling in the UK
To address the rising trend of gambling at illegal providers, Deal Me Out has requested additional measures. Key initiatives include the intensive scrutiny of crypto gambling providers and regular awareness campaigns to educate players about the hazards of luring to illegal gambling platforms.
The survey results from Deal Me Out show that streamers and influencers in the UK wield significant influence over the shift of players to illegal gambling providers.
Enrichment Data:
Given the surge in illegal gambling activities in the UK, various authorities are taking steps to combat the issue and protect consumers.
Measures Taken and Proposed:
- Increased Collaboration: The government and regulatory bodies are collaborating with social media platforms, payment providers, and licensed operators to monitor and regulate promotional activities and identify unlicensed sites.
- Legal Actions: Legal action is being taken against individuals involved in illegal gambling activities, and enforcement actions are being taken against licensed operators failing to comply with regulations.
- Player Protection: New measures aim to improve transparency, financial checks, and age verification procedures to ensure a safer gaming environment for consumers.
- Policy Updates: The UK government is updating its gambling laws and AML guidelines to address emerging issues, such as those related to cryptoassets and unlicensed websites.
Future Directions:
To tackle the use of social media influencers and affiliate marketing tactics by unlicensed operators, future efforts may focus on strengthening collaboration among regulatory bodies, social media platforms, and licensed operators to crack down on illicit promotional activities.
[1] [Gambling Commission], [Link in English][2] [The Guardian], [Link in English][3] [Independent], [Link in English][4] [BBC News], [Link in English][5] [UK Gambling Commission], [Link in English][6] [Deal Me Out], [Link in English]
- Deal Me Out's recent report reveals an increasing number of UK players are turning to unregulated gambling sites, a trend boosted by gambling influencers on social media.
- These UK-based casino streamers promote illegal sites by sharing commission-based advertising links, providing guides to access banned sites using VPNs, and favoring crypto-gambling providers like BC Game.
- The shocking report estimates that up to 420,000 minors in the UK are active on these illegal gambling sites, including online casinos, sports betting, and loot box purchases.
- Stricter UK gambling regulations, such as the reform of the Gambling Act and new deposit limits, may be inadvertently driving players toward the black market.
- Streamers and influencers wield significant influence over the shift of players to these sites, according to survey results from Deal Me Out.
- To address the rising trend of gambling at illegal providers, Deal Me Out proposes intensifying scrutiny of crypto gambling providers and conducting regular awareness campaigns to educate players about the risks.
- Collaboration between government, regulatory bodies, social media platforms, payment providers, and licensed operators is crucial in combating illegal gambling activities and protecting consumers in the UK, with updates to policies and AML guidelines also being considered.
