The threat of the unlicensed gambling industry has been growing at an alarming rate. In the UK, new data from H2 Gambling Capital, cited by the Betting and Gaming Council, estimates that 1 in 5 of all bets placed will be done on the black market by 2028.

But for many casual players, the term “black market” often feels like more of a buzzword than a real, tangible threat.

Entain’s newest social media campaign sees the gambling operator partner with online celebrity influencer “Big John”, real name John Fisher, to try and educate in basic terms what regulators mean when they warn punters of “black market operators”.

When something goes wrong

Fisher opens his ad with an analogy:

“Food’s hot, order’s spot-on, everyone’s happy. But it’s when something goes wrong. Food goes bad. Payment issues. That’s when you find out who’s got your back.”

Fisher makes the point that it’s only when something goes wrong that the realities of playing on the black market become clear. “With a licensed establishment, you’ve got options,” Fisher continues, “With illegal bookies there’s no clear support, no accountability and no one to talk to when things go wrong”.

Conversations around the growing impact of the black market have dominated gambling sector discussions in recent weeks with much of the focus on the lack of intervention by tech platforms that host these unregulated operators. 

Entain has been an outspoken campaigner to the issues the UK regulated market has been facing for a long time now. A recent study by the gambling operator uncovered how unlicensed sites like Stake and Rainbet are creating ad content for social media that mainly targets young men between the ages of 14 and 25.

Entain had also previously spoken out against the Premier League and its continued acceptance of gambling sponsorships that did not hold licenses in the United Kingdom, where their logos were displayed. The Premier League, for its part, is set to begin next season with a blanket ban on gambling advertising on the front-of-shirts.

This latest ad from Entain shows a different approach though.

Previously, its efforts were focused on executives, institutions and governing bodies. This time, it’s clear Entain wants to speak directly to the people who themselves are placing bets. 

Fisher closes the ad by reminding players to, “Stick with licensed bookies, so you don’t score an own goal. Bosh.”

Watch the full video here.