Big John Fronts New Illegal Gambling Awareness Campaign

Social media personality Big John has become the face of a new campaign. Headed by Entain, the campaign is aimed at helping consumers identify illegal gambling operators online during the 2026 FIFA World Cup.

Through a series of short-form social media videos, Big John will explain some of the differences between licensed and unlicensed gambling operators. As well as highlighting the consumer protections available within the regulated market, Big John should bring some levity to an otherwise heavy topic.

Who is Big John?

Known for his larger-than-life personality and ‘Bosh’ catchphrase, Big John has built a substantial following across social media. He recently gained further attention through his Guinness World Record achievement, where he reeled off the most takeaway dishes memorised and recited in 30 seconds.

Entain believes that familiarity and reach could help communicate gambling safety messages to audiences that might not engage with traditional awareness campaigns.

So far, Entain has only released one of their Big John videos. Using humour and everyday comparisons, the operator and social media personality hope to explain issues such as misleading bonus offers, limited customer protections, and the lack of safeguards available on many illegal gambling sites.

Three in Four Adults Struggle to Identify Illegal Betting Ads

Alongside the announcement of their campaign, Entain also published new research. The headline statistic is that ¾ of UK adults struggle to identify illegal betting ads.

According to a YouGov survey of more than 2,000 UK adults, 74% either struggle or are unsure how to determine whether a betting promotion on social media comes from a licensed operator. Just 10% of respondents said they find it easy to identify licensed betting promotions online.

The findings reveal a notable disconnect between consumer confidence and consumer awareness. While 80% of those surveyed said they would be unlikely to knowingly use an illegal gambling website, the majority also admitted they would struggle to recognise one.

As well as this, the research also found very limited confidence in the effectiveness of current efforts to tackle the issue. Only 7% of respondents said UK regulations are very effective at preventing illegal gambling, while one in three adults believe the Government is not doing enough to protect consumers from unlicensed operators.

Illegal Gambling Remains a Growing Concern

The survey findings arrive amid increasing focus on the UK's gambling black market, particularly during the World Cup.

Major sporting events generate huge volumes of gambling-related discussions. This in turn, creates opportunities for illegal operators to promote their services through social media, influencer marketing and digital advertising.

While respondents to the survey identified the UK Government as having the greatest responsibility for protecting consumers from illegal gambling, the industry believes we need a multi-pronged approach. Social media companies, sporting organisations, and financial institutions also have important roles to play.

Whether campaigns such as Entain's partnership with Big John can improve consumer awareness remains to be seen. However, the research suggests there is a significant information gap to address. If most consumers cannot confidently distinguish between licensed and unlicensed gambling promotions, then identifying illegal operators might be becoming almost as challenging as regulating them.