UKGC examines how consumers find illegal private lotteries online
Regulation3 min read
A study commissioned by the UK Gambling Commission found that consumers often encountered illegal private lotteries passively on social media, while direct participation remained relatively low. Yonder Consulting surveyed more than 4,000 UK adults and interviewed nine participants and a raffle organiser after reports increased during 2025.
A UKGC-commissioned study found that low prices and familiar payment methods can make illegal private lotteries appear safer and more legitimate than they are. Exposure was common, but direct participation remained relatively low, with many consumers encountering promotions while browsing social media rather than searching for them.
Yonder Consulting conducted the research for the regulator's Consumer Voice programme, focusing on TikTok and including activity on Facebook and Instagram. The work began after reports of possible illegal lotteries and raffles on TikTok increased in 2025 compared with 2024. It examined public TikTok conversations over 12 months, surveyed more than 4,000 UK adults and interviewed nine participants and one raffle organiser.
The study defined an illegal private lottery or raffle as a paid-entry draw run by an individual, influencer or small business in which prizes are allocated entirely by chance. It excluded the National Lottery, licensed organisations' lotteries, genuinely free giveaways, legal competitions and draws with a valid free entry route alongside a paid option.
The research found that users encountered draws through live streams, recommendations and shared posts, and that participation often moved to external sites, payment services and private messaging channels. Countdowns, live draws, prize-focused posts and winner announcements were used to encourage participation. Participants were more interested in whether a draw seemed genuine and offered a real chance of winning than in checking its legal authorisation. Visible winners, known organisers, repeated exposure and friends' recommendations were treated as signs of trust, while formal licensing checks mattered much less. The study found that informal, low-value draws were less likely to be recognised or reported as potentially illegal.
The researchers said some small organisers might not know the legal requirements, while others appeared to use competition terminology and payment practices to conceal the nature of their activities. Terms, protections and information about a draw's legitimacy could be less transparent once consumers moved to external sites, peer-to-peer payment services or private messages.
People aged 18 to 24 were more likely than older groups to have encountered or used the activities on TikTok, but researchers had difficulty recruiting young people for interviews. The UKGC said further research was needed into their experiences and whether illegal raffles could lead to other forms of gambling. Having only one organiser in the interviews limited the study's ability to examine how draws are structured and promoted.
The findings support closer monitoring of external sites and payment methods connected to social media promotions. The regulator identified a need for better intelligence sharing, clearer guidance for individuals and small businesses, and direct intervention by social media and payment providers. Its enforcement action secured the removal of 252 illegal lotteries from social platforms in the preceding 12 months. The UKGC will continue warning promoters when their activity is illegal and may work with hosting, social media and payment companies to remove draws. Future Consumer Voice work will examine participation on illegal gambling sites, while the regulator will use Gambling Survey for Great Britain questions and intelligence work to study new products and emerging risks.