Social Media's Role in the Underground Gambling Wave

16 September 2026

Social media has surged as a prime venue for promoting online gambling, including by unlicensed and unregulated operators. Investigations and research increasingly point to TikTok, Instagram, YouTube, X, Facebook, Telegram, Twitch, and Kick as major channels for these activities.

Why Social Media Lures Gambling Marketers

Gambling operators are increasingly drawn to social media for its vast reach and high engagement, especially on platforms populated by young adults. A recent Entain report estimated that TikTok alone reaches 60% of UK internet users between 16 and 24, making it a top target for gambling advertising.

The Inexperience of Young Audiences

Social media also appeals to gambling advertisers because it allows them to craft influencer-style promotions that blur the line with entertainment. "Organic" content from personal accounts or brand partners can fly under the radar of regulators and age-gating measures.

Trajectories among International Channels

Unlicensed gambling activity has been documented across an array of social media platforms. A recent study by the University of Bristol found that 81% of the 1,663 gambling ads surveyed were organic posts on Instagram, X, TikTok, and Facebook. Of those, 36.5% were on Instagram, and 33.3% were on Facebook, making them the leading platforms.

A Gambling Commission Freedom of Information response lists 13 different platforms it monitors for illegal gambling promotion, including Facebook, Instagram, TikTok, Discord, Twitter, Snapchat, Reddit, YouTube, WhatsApp, Twitch, LinkedIn, and Telegram.

Targeting Tech-Native Groups

Teenagers are target-rich environments. As of this year, about 20% of TikTok's audience in the UK is estimated to be under 18. A NORC study found that TikTok users are more than twice as likely to see gambling content than Instagram users—49% versus 20%.

Clutching at Straws

Researchers at Entain identified 72 instances of UK-facing promotion for unregulated gambling sites across Kick, Instagram, X, YouTube, TikTok, Facebook, and Twitch. Some prominent creators were seen simultaneously posting identical betting tips, suggesting a coordinated campaign. It's unclear whether the creators were purely linking to gambling sites or profiting from user losses or referrals.

Closed Groups Are Off the Radar

Gambling operators and affiliates are particularly attracted to Telegram, a messaging app with 400 million monthly active users. Tightened moderation eventually pushed illegal gambling sites to move from public posts to Telegram's closed groups, making their ads harder for regulators to track.

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As some influencers have discovered, there can be hefty penalties for flouting regulations. Australia's media regulator ACMA warned recently that individuals and companies that publicize illegal online gambling services can face civil penalties of up to $59,400 per violation.

But regulators are often a step behind, as shown by the rise of AI-generated YouTube accounts that can advise users on bypassing gambling restrictions. If the algorithms powering the moderation systems become overburdened or imbalanced, illegal activity may proliferate beyond control.

Spotting the Red Flags

Some indicators point to coordinated gambling promotion: - Identical content pushed out by multiple influencers simultaneously - First-person experiences shared by inauthentic or AI-generated profiles - Videos that advertise beating games and offer second-hand cash to viewers

Critics argue that platforms may have a financial incentive to turn a blind eye to gambling ads. Their algorithms are explicitly designed to amplify content that promotes engagement, which gambling influencers are skilled at generating, even when it's illegal.

Operators and affiliate networks, meanwhile, are incentivised to make friends with and cut deals with platforms rather than fight them. Self-regulation may be in the best interest of the gambling industry and the platforms' bottom lines.

The Surge of Subversive Content Profiling

Institutions including the British Institute of International and Comparative Law and the Institute for Strategic Dialogue have warned that platforms must do more to combat user-generated advertisements that betray promotional intentions while looking like entertainment.

New regulation may be inevitable, but in the meantime, platforms need to tighten up their monitoring, implement better filters, and readjust their algorithms to prevent sophisticated gambling organizations from staying a step ahead. Today's viral video can be merely tomorrow's clickbait, and a regulator's warning is only the first step.