Ahead of her appearance at the SBC Summit in Lisbon, where she will be speaking on the Regulations are getting stronger: What it means for the black market panel, Katie Reynolds-Jones, Chief Marketing Officer, Gamstop, sat down with iGaming Expert, emphasising the importance of consistent messaging across the customer journey.
She urged social media platforms to go further in eradicating advertisements for non-Gamstop casinos and also called for broad alignment across stakeholders when it comes to fighting the black market.
iGaming Expert: Where is the tipping point between effective consumer protection and overregulation that inadvertently drives players to black-market gambling operators?
Katie Reynolds-Jones: The starting point for Gamstop is that consumer protection must remain a primary objective of gambling regulation. While there is legitimate debate about the balance of regulation, we should be careful not to frame the existence of the black market as evidence that protections have gone too far. Illegal operators exist because they choose to operate outside the law and target consumers without regard for safer gambling standards.
The responsibility for their existence lies with those operators, not with consumer protection measures. The most effective framework combines strong protections, a well-functioning regulated market, robust enforcement against illegal operators and clear consumer education. Ultimately, there is never a justification for directing consumers towards unlicensed or non-Gamstop operators. Any discussion about regulation must be grounded in that principle.
What are the biggest behavioural reasons that consumers choose unregulated gambling sites despite the obvious risks around security and fairness?
The reality is that motivations do vary. According to a recent study by Glasgow University, motivations for choosing to gamble are primarily focused on using crypto or getting around self-exclusions that people have put in place to stop themselves from gambling.
For vulnerable consumers, including those who have self-excluded from gambling, the deliberate targeting by non-Gamstop operators can be particularly problematic. Their business models often depend on attracting precisely those individuals who have taken steps to protect themselves
Research suggests that a good proportion of players don’t know they have strayed towards the black market. What more can stakeholders do to provide consumers with a greater awareness of the black market and its dangers?
Many consumers understand the general concept of illegal gambling but do not necessarily recognise the indicators of an unlicensed operator. Greater awareness is needed around practical questions such as:
- Is the operator licensed by the UK Gambling Commission and therefore integrated with Gamstop
- Are customer funds protected?
- Is there access to independent dispute resolution?
- Is there meaningful regulatory oversight?
Stakeholders should deliver consistent messaging across the customer journey, including search engines, social media platforms, payment providers, gambling operators and public awareness campaigns. We also believe the conversation should focus on the real-world consequences. This is not simply a compliance issue. Consumers using unlicensed operators may have little recourse if funds disappear, winnings are withheld or personal data is misused.
How damaging has it been to see marketing specifically for non-GamStop casinos pop up across social media platforms and what needs to be done to stop this?
It has been extremely damaging for the team, knowing that the work the consumers have put into making the decision to join Gamstop and begin to tackle gambling harm is being knowingly targeted and potentially undermined by these unscrupulous sites. From Gamstop’s perspective, there is no excuse for advertising non-Gamstop casinos at all. Full stop.
Such advertising promotes access to operators that sit outside the regulatory framework designed to protect consumers. Regardless of debates around taxation, regulation or channelisation, promoting unlicensed gambling is both unlawful and fundamentally at odds with consumer protection objectives.
Stopping it requires coordinated action between regulators, platforms, advertisers, affiliate networks, search providers and payment providers. This cannot be treated as solely the regulator’s problem.
Do you believe that social media platforms need to do more to tackle these adverts?
Yes. While we recognise that social media platforms have taken some positive steps, there is clearly more work to be done. The scale and sophistication of modern advertising technology means platforms are capable of identifying and removing harmful content far more proactively.
We welcome ongoing engagement between platforms such as Meta and regulators, as well as efforts to improve detection and enforcement. However, where advertisements explicitly reference terms such as “non-Gamstop” and equivalents or promote unlicensed gambling services, there should be little ambiguity about the action required. The technology exists. The challenge is applying it consistently and at scale
How significant is the £26m designated to the UKGC to tackle the black market sector, what advice would you give to the UKGC in terms of utilising this money?
The additional £26 million represents a significant commitment by the government and demonstrates that tackling illegal gambling is now recognised as a strategic priority. We welcome the UK Gambling Commission’s focus on strengthening enforcement capability, investing in technology and building international cooperation. We work closely with their enforcement team to ensure we report regularly on what we see in terms of non-Gamstop advertising wherever it arises.
Do you think the social media ban in the UK will have a positive impact on the exposure of a younger generation to unlicensed gambling?
Any measure that reduces young people’s exposure to harmful or illegal gambling content should be viewed positively. However, no single intervention will be sufficient on its own. Younger audiences consume content through a wide range of channels, including social media, messaging platforms, streaming services and influencer-led environments. The key objective should be reducing the visibility and discoverability of illegal gambling offers wherever they appear. Success will depend on effective enforcement, platform cooperation and ongoing public education rather than any one policy measure in isolation.
How can the collaboration and discussions between regulators and the industry be elevated, particularly at a time of regulatory developments?
The fight against illegal gambling is one area where there should be broad alignment across stakeholders. Licensed operators, regulators, consumer protection organisations, technology providers, payment firms and platforms all share an interest in preventing consumers from being exposed to illegal operators. The most effective collaboration is practical and intelligence led. That means faster information sharing, joint disruption activity, common standards for identifying illegal sites and coordinated consumer education campaigns
How much has the engagement in the black market evolved, and why is a nuanced approach to black market education so crucial when it comes to educating a new generation?
The black market has become increasingly sophisticated. Illegal operators now utilise digital marketing techniques, Black Hat SEO, affiliate networks and social media advertising that can make them appear similar to legitimate businesses. Traditional warnings that simply tell consumers “don’t use illegal sites” are unlikely to be sufficient. We need to help people understand:
- How to identify a licensed operator.
- What protections exist within the regulated market.
- Why self-exclusion tools such as Gamstop matter.
- What risks exist when those protections are absent.
A nuanced approach is crucial because consumers are not a single audience. Young people, experienced gamblers, and vulnerable consumers who have self-excluded all require different messaging.
Beyond your panel participation, what are you most excited about for the upcoming SBC Summit in Lisbon, and why is it important for the industry to come together at these sorts of events?
I am really looking forward to attending the SBC Summit in Lisbon. It is a useful time away from the office to meet with others in this space, share insight and explain what we are seeing. I am looking forward to the full agenda put together by the organisers. I would like to connect with anyone interested in the work we do at Gamstop and how it can be replicated in other jurisdictions.
