Millions of UK football fans are watching the 2026 World Cup, unable to distinguish between legal and illegal gambling operators, leaving them exposed to significant consumer risks from the growing illegal market, according to new research commissioned by Entain, the owner of Ladbrokes and Coral.
The YouGov survey of more than 2000 adults reveals a troubling picture of a public that cannot reliably identify illegal gambling promotion at a time when sophisticated illegal operators are increasingly targeting audiences via social media during major sports events like the World Cup.
To help close the awareness gap, Entain has launched a new World Cup social media campaign featuring popular creator “Big John”, designed to educate consumers in an engaging and accessible way about the risks of illegal gambling. Known for his larger-than-life personality and viral food content, Big John has recently achieved major social media traction, including a Guinness World Record, ordering cuisine in French in Paris, and his 48 boshes for every nation competing in the World Cup, making him a highly recognisable and trusted voice with younger audiences.
Despite 80% of respondents saying they are unlikely to knowingly use illegal betting sites, the research shows that most consumers lack the tools to identify such sites in practice. Just 10% of UK adults said it is easy to tell whether a betting promotion on social media is from a licensed UK platform, while nearly three-quarters (74%) are unsure or actively struggle to identify legitimate platforms.
Unlike UK-licensed operators, illegal sites typically offer no access to independent dispute resolution, no self-exclusion schemes, limited age verification and no guarantees that winnings will be paid.
Public confidence in the UK’s current approach to illegal gambling is also strikingly low. Only 7% believe UK regulations are very effective at preventing illegal gambling and one in three (33%) say the Government is not doing enough to protect citizens from illegal operators.
Growing threat as tournament gets underway
The findings come as the 2026 FIFA World Cup is now underway, a period when illegal operators typically intensify their marketing activity, using social media, influencers and unregulated networks to reach UK audiences at scale.
The research shows that social media platforms are seen as one of the leading contributors to the spread of illegal betting, alongside criminal networks and weak enforcement mechanisms. With more than half of adults (53%) saying the Government should play a leading role in protecting consumers. Social media platforms (37%), major sporting events (39%), and banks and financial providers (38%) are also seen as having significant responsibilities.
Entain launches “Big John” campaign during the World Cup
Running throughout the tournament, Entain’s Big John awareness campaign uses humour and relatable storytelling to highlight key differences between licensed and unlicensed operators, including the absence of safeguards such as self-exclusion, affordability checks and customer protections when using illegal sites.
Through a series of short-form videos aligned with major World Cup moments, the content explains complex issues such as misleading bonuses, lack of regulation and poor customer recourse, using everyday analogies to make them easier for audiences to understand.
All content directs viewers to a dedicated information hub that provides guidance on identifying licensed operators and avoiding the risks associated with the illegal market. Entain is also directing consumers to simple checks to identify licensed sites, including looking for UK Gambling Commission (UKGC) licensing details, verifying the operator on the UKGC public register and ensuring the site offers safer gambling tools and secure payment protections.
The first video is available to watch on X, LinkedIn and YouTube.
Bejay Patel, MD UK and Ireland at Entain said: “This research reveals a genuinely concerning gap between consumer confidence and consumer reality. People are confident they would avoid illegal operators, yet most cannot reliably identify them online. Nearly three-quarters of UK adults are sitting ducks for illegal operators to exploit major sporting events such as the World Cup.
“The UK’s regulated gambling market offers some of the strongest consumer protections in the world. The illegal market offers none of these safeguards, leaving people exposed to fraud, unfair treatment and serious harm.
“With the World Cup now underway, it is more important than ever that we raise awareness of these risks. Our campaign with Big John is designed to do exactly that, reaching audiences where illegal operators are most active and providing clear, simple information to help them stay safe.”
