Gamstop Demands United Front Against Illegal Casinos and Non-Gamstop Ads

Katie Reynolds-Jones, Chief Marketing Officer at Gamstop, is sounding the alarm: advertising for so-called non-Gamstop casinos, illegal gambling providers, is severely undermining player protection efforts. She emphasizes the need for broad alignment among all stakeholders in the fight against the black market. This applies to search engines, social media, and payment service providers. Ms. Reynolds-Jones spoke ahead of her appearance at the SBC Summit in Lisbon, where she will be speaking on the panel "Regulations are getting stronger: What it means for the black market."

According to her, an effective fight against the black market rests on three pillars: strong protective measures, a well-functioning regulated market, and robust enforcement against illegal operators, accompanied by clear consumer education. She sees no justification for directing players to unlicensed or non-Gamstop operators.

Numbers and facts

Katie Reynolds-Jones has been active in the field of player protection for many years. Her position as Chief Marketing Officer at Gamstop makes her an important voice in the industry. At an appearance on November 17 from 3:15 PM to 3:45 PM GMT +0 at the Safer Gambling Forum, she will also report on Gamstop's work and other initiatives in the field of responsible gambling.

The UK government has allocated an additional £26 million to the UK Gambling Commission (UKGC) to tackle the black market. This underscores the strategic priority now given to the fight against illegal gambling. Ms. Reynolds-Jones welcomes this investment. She sees it as an opportunity to strengthen the UKGC's enforcement capabilities, invest in technology, and promote international cooperation. Gamstop works closely with the UKGC's enforcement team to regularly report on non-Gamstop advertising wherever it arises.

Background

Players' motivations for turning to the black market are diverse. A recent study by Glasgow University shows that players often use unregulated sites to wager cryptocurrencies or to bypass self-exclusions. Especially for vulnerable players who have self-excluded, targeted advertising by non-Gamstop operators can be devastating. Their business models are designed to attract precisely these vulnerable individuals.

Gamstop vehemently criticizes marketing activities for non-Gamstop casinos on social media. This advertising undermines players' often difficult decisions to protect themselves.

"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." – Katie Reynolds-Jones, Chief Marketing Officer at Gamstop

Ms. Reynolds-Jones emphasizes that social media platforms need to do more. While they have taken some positive steps, further action is clearly needed. The technology to identify and remove harmful content exists, but it must be applied consistently and at scale. Advertising that explicitly uses terms like "non-Gamstop" or promotes unlicensed gambling services leaves no room for ambiguity.

The black market has become highly sophisticated today. Illegal operators use digital marketing techniques, Black Hat SEO, affiliate networks, and social media to masquerade as legitimate businesses. Simple warnings like "Don't use illegal sites" are no longer sufficient. A nuanced approach is needed that explains how to identify a licensed operator, what protections exist in the regulated market, and why self-exclusion tools like Gamstop matter.

Why it matters for German players

In Germany, the fight against the black market is also a central issue. Since the Gambling Act 2021 (GlüStV 2021) came into force, online gambling is legal but subject to strict rules. The Joint Gambling Authority of the Federal States (GGL) licenses and supervises legal providers. For German players, this means: only casinos on the GGL's whitelist are legal. These providers adhere to strict requirements, such as a deposit limit of 1,000 euros per month and a stake limit of 1 euro per spin on slot machines. A central instrument for player protection is LUGAS, a cross-state blocking system that enables a nationwide self-exclusion. Similar to Gamstop in the UK, LUGAS aims to prevent players from registering with multiple licensed providers simultaneously if they have self-excluded. Advertising for casinos without a GGL license, which often make aggressive bonus promises and ignore the limits applicable in Germany, poses a significant danger and must be combated.

What it means for GGL-licensed casinos

For GGL-licensed casinos, this means a strengthening of their business model. With every success in the fight against the black market, legal providers gain trust and market share. They can position themselves as a safe and responsible alternative. At the same time, they are urged to cooperate more closely with the GGL and actively participate in educating players about the dangers of the black market. Clear communication about why compliance with German regulations is in the best interest of players is crucial. It is about creating transparency and highlighting the value of the regulated market.