BGC Shifts Focus To Big Tech In Latest Push Against Gambling Black Market

The Betting and Gaming Council (BGC) turned its attention to Britain's biggest technology companies in its latest attempt to tackle the growing online gambling black market.

BGC chief executive Grainne Hurst sent an open letter addressed to major tech platforms on Friday. She argued that firms behind social media networks, search engines, messaging services and digital advertising platforms already possess the tools needed to identify and disrupt illegal gambling operators targeting British consumers.

Until now, much of the debate around the black market has centred on regulators and government policy. However, this letter suggests the BGC is now asking whether technology companies should shoulder more responsibility. Hurst wrote:

‘Every day, illegal gambling operators use social media, search engines, messaging services and digital advertising networks to reach people in Britain… They target consumers who have self-excluded from gambling. They target vulnerable people. They target those who are looking for help and support. And too often, they do so in plain sight.’

'You Have The Tools'

Perhaps the strongest message in the letter is that this is no longer a question of whether the problem can be solved. Hurst argued that some of the world's largest technology companies already have the data, expertise and artificial intelligence capabilities needed to detect harmful content at scale.

‘The issue is no longer whether this problem can be addressed. The issue is whether enough is being done.’ she wrote.

Her comments echo concerns raised earlier this year by UK Gambling Commission Executive Director Tim Miller. He warned that promotions for unlicensed operators, including so-called ‘not on GamStop’ sites, remain readily accessible online.

For the BGC at least, the continued visibility of illegal gambling content suggests that existing efforts have not been able to keep pace with the scale of the problem.

Pressure Builds Ahead Of World Cup

The letter arrives right as the FIFA World Cup gets underway. This is one of the busiest periods on the sporting calendar for bookmakers.

Just days before this letter, the BGC published an article outlining the estimated £200 million that would be spent with illegal bookmakers. This timing adds weight to its argument that vulnerable consumers should not be exposed to unlicensed operators during periods of heightened gambling engagement.

Black market firms now account for almost half of Britain’s gambling advertising spend. Black market stakes are predicted to reach £33 billion by 2028. It’s clear that the black market problem is only growing.

Beyond Meetings And Taskforces

Notably, several technology companies already participate in the Gambling Commission's Illegal Gambling Taskforce. However, Hurst questioned whether collaboration alone was producing meaningful results.

‘Consumers need outcomes, not meetings. Action, not attendance. Results, not good intentions.’

This focus on action above all else is bound to resonate. Removing illegal gambling advertising before it reaches consumers. Investing more heavily in disruption efforts. Sharing intelligence across platforms and publishing greater transparency around enforcement activity. This is what the industry needs to see meaningful change.

Whether the industry's latest appeal prompts a response from Big Tech remains to be seen. What is clear is that the conversation around Britain's black market is evolving. Responsibility is increasingly being placed not just on regulators and operators, but on the platforms that help consumers find illegal sites in the first place.