Entain, a prominent gambling organization, has raised concerns regarding the growing sophistication and prevalence of illegal gambling promotions aimed at UK consumers, particularly on social media platforms. The company anticipates that these activities will escalate during the upcoming Men's World Cup.
A recent study by Entain has uncovered a well-organized network of offshore gambling operators, influencers, celebrities, tipsters, and content creators who are actively promoting unregulated betting products to audiences in the UK.
The report highlights over 30 unregulated gambling websites, such as Stake, Rainbet, and Duelbits, that are specifically targeting UK consumers. Researchers documented 72 instances of promotional activities directed at UK audiences and found gambling-related content across various platforms, including Instagram, X, YouTube, TikTok, Facebook, Twitch, and Kick.
The findings suggest that illegal gambling promotions have become an omnipresent force within mainstream social media content, particularly appealing to younger demographics who may not actively seek out such material.
Entain's research indicates that the infrastructure supporting these promotions was already established prior to the World Cup and is likely to intensify as audience engagement increases during the tournament.
Offshore gambling brands are reportedly utilizing well-known football personalities and social media influencers to broaden their outreach. Notable former footballers such as Sergio Agüero, Eden Hazard, and Iker Casillas have been identified as ambassadors for these offshore operators.
Additionally, the study found that AI-generated personas on YouTube are providing advice on how to circumvent gambling restrictions, including methods for using virtual private networks and identity verification workarounds to access restricted sites.
Illegal gambling content has been found interwoven within football, gaming, and 'manosphere' content that resonates with males aged 14 to 25. Influencers like HSTikkyTokky, Ed Matthews, and Adin Ross were noted as part of the broader ecosystem analyzed by researchers.
Furthermore, at least 12 accounts related to football fandom and betting tips, covering clubs such as Arsenal, Liverpool, and Manchester United, were observed posting identical betting tips simultaneously, indicating a coordinated affiliate marketing strategy.
The study also raised alarms regarding consumer protections, revealing that age-verification processes and safeguards were often weak, inconsistent, or easily bypassed on the examined platforms. Some operators reportedly allowed users to create accounts without any form of age verification.
Bejay Patel, Managing Director for the UK and Ireland at Entain, emphasized that these findings should act as a warning for policymakers and regulators. He stated, 'With the Men's World Cup underway, this research serves as a wake-up call to the government, regulators, and law enforcement agencies that illegal gambling promotions are not just marginal activities but are now widespread in the UK, with organized networks set to target millions of fans during the tournament.'
Patel further questioned whether regulators and enforcement bodies possess the necessary powers and resources to effectively address the highly coordinated illegal gambling promotions, especially across global social media platforms.
Entain noted that this research was conducted in May 2026 by independent OSINT researchers, covering seven major platforms and resulting in 72 logged entries across 44 influencers, clippers, and tipster accounts, identifying more than 30 distinct unregulated gambling websites with active promotional activities targeting UK audiences.