Survey Reveals Widespread Difficulty Among UK Adults in Identifying Unlicensed Betting Promotions

Entain, the company behind Ladbrokes and Coral, has shared findings from a YouGov survey that shows 74% of UK adults struggle to identify unlicensed betting promotions on social media platforms while only 10% report finding it easy to spot licensed ones, and the data comes from responses collected between 12 and 18 May 2026 from more than 2,000 adults. The results point to a clear gap in consumer awareness at a time when social media channels carry increasing volumes of betting-related content ahead of major sporting events. Entain responded by launching its “Big John” social media campaign timed to run during the 2026 FIFA World Cup, with the stated aim of helping consumers recognise the differences between licensed and illegal operators.

Survey Findings in Detail

Researchers at YouGov collected responses from a sample exceeding 2,000 UK adults during the specified May window, and the figures indicate that three in four participants encounter difficulty distinguishing promotions that originate from unlicensed sources. The same dataset shows that a small minority, representing just 10%, feel confident in their ability to verify licensing status when encountering betting advertisements online. These percentages emerged directly from the survey instrument that asked participants about their experiences with social media content promoting betting services.

Observers note that the timing of the survey places the results in the run-up to the World Cup, when promotional activity across digital channels typically increases. The data does not attribute specific causes to the identification challenges, yet it documents the scale of the issue as reported by respondents themselves.

Launch of the Big John Campaign

Entain introduced the “Big John” campaign through its social media channels with content designed to illustrate how consumers can check operator credentials. The campaign materials focus on practical steps such as verifying licensing information displayed by operators and recognising common indicators associated with unlicensed promotions. Company statements frame the initiative as a response to the survey findings and as preparation for heightened betting activity expected during the 2026 FIFA World Cup.

Materials produced for the campaign appear across platforms where betting promotions commonly circulate, and the messaging emphasises the distinction between operators regulated in the UK and those operating outside the licensed framework. The approach relies on visual examples and straightforward explanations rather than lengthy regulatory text.

Context Around Black Market Concerns

Entain’s announcement references ongoing industry discussions about the expansion of unlicensed betting services that target UK consumers through social media. The company positions the survey and the accompanying campaign as contributions to broader efforts aimed at reducing exposure to illegal operators. Figures from the survey serve as the primary evidence cited in the release, while the campaign itself functions as the practical intervention.

Those monitoring digital advertising note that unlicensed promotions often mimic the style and presentation of licensed operators, which can complicate quick visual assessments by users scrolling through feeds. The Big John materials address this overlap by highlighting specific cues that differentiate the two categories, such as the presence or absence of required regulatory identifiers.

Next Steps and Industry Response

Following the May survey period and the campaign launch, Entain indicated that further updates on consumer engagement with the materials would be shared in subsequent communications. The company continues to operate its licensed betting brands in parallel with these awareness efforts, maintaining separation between commercial activity and the educational content of the campaign.

Regulators and other licensed operators have access to the same public survey data, and some industry participants have referenced similar awareness initiatives in recent months. The Entain release focuses specifically on the YouGov results and the Big John rollout without detailing coordinated actions across the sector.

Conclusion

The YouGov survey commissioned by Entain documents measurable challenges in consumer recognition of licensing status on social media, and the Big John campaign represents the company’s direct response timed for the 2026 FIFA World Cup period. The combination of quantitative findings and targeted messaging provides a factual record of one operator’s approach to addressing unlicensed promotions within the current regulatory environment.