UK Gambling Commission Investigates Rise in Illegal TikTok Lotteries

The UK Gambling Commission has investigated a rise in suspected illegal lotteries and raffles being promoted through TikTok and other social media platforms.

New research from the regulator reveals its Intelligence Department received more reports relating to suspected illegal TikTok lotteries and raffles in 2025 than in 2024. The increase prompted a three-phase research project looking at:

• How the draws operate
• Why people enter them
• Whether those taking part realise they could be participating in illegal gambling

The study found the activity is no longer limited to TikTok, with similar draws also appearing on Facebook and Instagram. Perhaps more concerningly, consumers often have little idea whether the raffles they encounter are legal.

When Does an Online Raffle Become Illegal?

Under Section 14 of the Gambling Act 2005, an activity is generally considered a lottery if:

• People pay to participate
• Prizes are available
• Winners are determined by chance alone

Lotteries also cannot generally be run for private or commercial gain. While online society lotteries require a Gambling Commission licence, certain smaller lotteries can be registered with local authorities.

Crucially, this is different from a free draw or prize competition. Commercial prize draws can operate outside gambling regulation where they provide a compliant free entry route, while prize competitions must genuinely depend on skill, judgement or knowledge.

Those entering illegal lotteries are not breaking the law. It is those operating the unlawful draw who risk committing an offence.

Young Adults Most Likely to Enter TikTok Lotteries

Of the 4,233 UK residents aged 16 and over who were surveyed, overall participation was relatively low. Five percent had entered an individual-led raffle on Facebook and 3% on TikTok and Instagram.

However, TikTok participation rose sharply among younger adults. 10% of 18 to 24-year-olds had entered an individual-led lottery or raffle through the platform, while 34% had seen one. Participation fell to 2% among 35 to 44-year-olds and below 1% among those aged 45 and over.

Players Struggle to Spot Illegal Lotteries

Perhaps the most concerning problem highlighted by the research is that illegal lotteries do not necessarily ‘look like gambling’. The Commission found draws promoted through social media, using countdowns, winner announcements and terms such as "giveaway", "competition" and "live draw".

In qualitative interviews with nine players and one host, none clearly understood when paying for a chance to win a prize could trigger gambling licensing requirements.

Instead, participants judged whether draws were trustworthy using signals such as:

• Visible winners
• Familiar hosts
• Recommendations from friends

They were generally more concerned about being scammed than whether the operator was complying with gambling law. This creates an obvious enforcement problem. If participants don't realise the activity is illegal, they won’t report it.

Prize Draws vs Illegal Lotteries

The findings also highlight the increasingly blurred line between illegal lotteries and Britain's booming commercial prize draw sector.

Free draws and prize competitions can legally operate outside Gambling Commission regulation, but only if they meet Gambling Act requirements. Alongside this, a new Voluntary Code of Good Practice for Prize Draw Operators also took effect in May 2026. But, it is not legislation and does not bring compliant operators under Gambling Commission licensing.

Whether prize draw, lottery, illegal, or not, the distinction appears far from obvious to consumers. Some respondents even named legitimate free draw operators when researchers asked about individual-led lotteries and raffles.

For the regulator, that makes education only part of the solution. It said future action could include more proactive monitoring and intelligence sharing, alongside intervention from the social media platforms hosting the activity.