UK Gambling Commission Shares Findings from Research on Illegal Online Lotteries and Raffles

The UK Gambling Commission released findings from a three-phase research project in August 2026, and this work examines how consumers engage with online illegal individual-led lotteries and raffles that promoters often push through social media channels. The study delivers targeted insights into consumer behaviour within this segment of the gambling market, while researchers tracked patterns across multiple stages to map out participation habits and exposure routes.

Project Structure and Scope

Officials designed the initiative as three distinct phases, each building on the last to capture a fuller picture of how people interact with these unregulated offerings. Data collection focused on individuals who encounter such lotteries and raffles via platforms like Facebook, Instagram, and X, where promoters frequently advertise draws that fall outside licensed frameworks. Observers note that the phased approach allowed analysts to refine questions and verify trends as the work progressed, producing a layered view of motivations and decision points.

Participants in the research described typical entry points, including direct messages or sponsored posts that highlight large prize pools with minimal entry requirements. The Commission gathered responses on frequency of engagement, awareness of legality, and factors that influence continued participation despite the absence of regulatory oversight. Figures reveal that many consumers first learn about these activities through peer recommendations shared in closed groups or public timelines, which then lead to follow-up searches or direct purchases.

Key Insights on Consumer Engagement

Research indicates that social media algorithms play a notable role in surfacing these promotions to users who have shown prior interest in prize draws or charity events. Those who studied the results found recurring themes around trust signals, such as fake testimonials or celebrity endorsements, that encourage initial involvement. The data shows variations in how different age groups respond, with younger adults more likely to discover offerings through influencer content while older participants often report seeing ads in community-focused pages.

Analysts documented the steps consumers take after first exposure, from clicking links to completing payments via unverified apps or websites. Evidence suggests many participants weigh perceived value against known risks, yet proceed because the low stakes feel manageable. The project also explored repeat engagement patterns, revealing that some users return to the same promoters after small wins or after seeing others share payout stories online.

Behavioural Patterns Identified

Across the three phases, researchers identified clusters of behaviour that distinguish casual browsers from more committed participants. One cluster includes people who treat these activities as occasional entertainment, while another group integrates them into regular routines alongside licensed lottery play. The findings highlight how payment methods, prize structures, and social proof combine to sustain interest even when official warnings appear in search results.

Additional analysis covered the role of peer networks in normalising participation, since many users report discussing entries within family or friend circles before committing funds. This social reinforcement appears particularly strong when promoters frame the draws as supporting local causes or personal milestones. Data from the later phases allowed cross-verification of self-reported habits against observed online activity, strengthening the reliability of the overall conclusions.

Regulatory Context and Next Steps

The UK Gambling Commission continues to monitor this area because individual-led lotteries and raffles operate without the consumer protections required of licensed operators. The research forms part of broader efforts to understand emerging channels that bypass traditional oversight, and the resulting dataset now informs targeted communications aimed at both consumers and platform providers. Officials have shared summaries with social media companies to support improved detection of promotional content that violates platform policies on gambling.

Those who reviewed the full report can access further details through the Commission's publication portal, where the three-phase methodology and supporting statistics appear in expanded form. The work underscores how consumer behaviour adapts to new promotional tactics, and it supplies regulators with fresh evidence for refining enforcement priorities in the months ahead.

Conclusion

The three-phase project supplies a clear record of how consumers navigate illegal online lotteries and raffles promoted on social media, and the insights feed directly into ongoing regulatory work. By focusing on engagement patterns rather than isolated incidents, the UK Gambling Commission has built a foundation for more precise interventions that address both supply and demand in this unregulated space. The August 2026 release marks a step toward greater transparency around these activities and their place within the wider gambling landscape.