The Betting and Gaming Council has warned that illegal gambling advertising is rising before the 2026 FIFA World Cup, with unlicensed operators expected to target football bettors. The warning comes as UK bookmakers prepare for one of their busiest betting periods. More customers could be pulled toward black market sites with no UK licence, safer gambling checks or British consumer protection.
Illegal operators chase football traffic
The World Cup will run across the United States, Canada and Mexico, with 48 teams and 104 matches. That gives betting firms more fixtures, live markets and ways to reach fans.
Illegal operators are expected to target the same football demand, but without the rules licensed bookmakers must follow. That includes age checks, safer gambling tools, anti-money laundering controls and dispute protections. Unlicensed sites can use search, social media and affiliate traffic to reach UK customers even when they are not allowed to operate in the market.
Black market stakes could rise
The BGC has pointed to H2 Gambling Capital forecasts showing illegal betting stakes in Britain could rise from £17 billion in 2026 to more than £33 billion by 2028. That would mean more online betting moving outside the regulated market. Nearly one in five online stakes could be placed with illegal operators within three years if the trend continues.
Higher costs and more friction can make illegal sites look more attractive, especially when they offer fewer checks and bigger incentives.
Legal operators seek stronger action
The BGC wants stronger action against black market operators rather than rules that make licensed betting less competitive. Its position is that consumers are safer with regulated firms.
Blocking illegal sites, cutting off payments and removing unlawful advertising are enforcement options before the World Cup. The issue is not limited to the UK. Other countries have also warned that the World Cup could drive more illegal betting through offshore websites and fake betting apps.
Gambling Commission can target unlicensed sites
The UK Gambling Commission can take action against illegal gambling by working with payment providers, internet platforms and other enforcement partners. Its enforcement work can include website disruption, payment blocking support and action against advertising routes that help unlicensed operators reach British consumers. That gives regulators several tools to use as World Cup betting demand rises.
