Consumers entering illegal lotteries and raffles on social media are often more concerned about whether a draw appears genuine than whether it is legally operated, according to Gambling Commission research.
The regulator commissioned Yonder Consulting after recording more reports of illegal lotteries and raffles on TikTok during 2025 than the previous year.
Researchers found that low ticket prices, informal presentation and payment methods can reduce perceptions of risk. Some operators appeared unaware of rules or used language and payment practices that obscured activity.
Social media was the main route through which consumers encountered these draws, with TikTok highlighted as a concern. Friends and family also played a role, while some operators used private groups and messaging channels for entries and payments.
Younger consumers remain a priority for future research
People aged 18 to 24 were more likely to encounter illegal operations on TikTok.
However, difficulties recruiting participants meant researchers could not build a complete picture of how that age group discovers and enters these draws.
Younger consumers will remain a priority as the regulator develops its understanding of illegal gambling participation.
Commission expands enforcement against illegal social media lotteries
The regulator said enforcement action over the past 12 months resulted in 252 illegal lotteries being removed from social media platforms.
It will continue working with website providers, social media companies and payment providers to disrupt unlicensed activity.
“This research has provided us with insight into an aspect of the illegal gambling market that is relatively new,” Rupam Jagota, research and impact manager for the Commission, said in a blog post.
“Our aim is to continue strengthening the evidence base using innovative approaches so that we can better understand consumer experiences, identify emerging risks and target regulatory action where it can have the greatest impact in a digital ecosystem that’s rapidly changing.”
This latest UKGC research shows that illegal lotteries are thriving partly because consumers judge trust by presentation over regulation. The bigger challenge will be making legal status as visible and understandable as price, convenience and familiarity on platforms like TikTok.
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