Gamstop CMO Calls for Unified Industry Front Against Black-Market Gambling

Ahead of her appearance at the SBC Summit in Lisbon, Gamstop Chief Marketing Officer Katie Reynolds-Jones has stressed the need for consistent messaging across the entire customer journey to combat illegal gambling. Speaking to iGaming Expert, she urged social media platforms to intensify efforts to block advertisements for non-Gamstop casinos and called for broad alignment among all stakeholders in the fight against the black market.

Balancing Consumer Protection and Regulation

Reynolds-Jones emphasised that consumer protection must remain the primary goal of gambling regulation, pushing back against the notion that strong safeguards inadvertently drive players to black-market operators. "Illegal operators exist because they choose to operate outside the law," she said, adding that their existence is not a consequence of protective measures. She argued that the most effective framework combines robust protections, a well-functioning regulated market, firm enforcement, and clear consumer education. "There is never a justification for directing consumers towards unlicensed operators," she concluded.

Why Players Turn to Unlicensed Sites

According to a Glasgow University study cited by Reynolds-Jones, the main motivations for choosing unregulated sites are the desire to use cryptocurrency or to circumvent self-exclusion tools like Gamstop. She noted that vulnerable consumers who have self-excluded are particularly targeted by non-Gamstop operators, whose business models often depend on attracting individuals trying to protect themselves. Many players, she added, do not realise they have strayed onto the black market, underscoring the need for greater awareness around practical indicators: whether an operator is UK Gambling Commission-licensed and integrated with Gamstop, whether customer funds are protected, and whether independent dispute resolution is available.

The Role of Social Media and Platform Accountability

Reynolds-Jones described the proliferation of non-Gamstop casino marketing on social media as "extremely damaging," because it undermines the steps consumers have taken to self-exclude. She stated unequivocally that promoting unlicensed gambling is both unlawful and contrary to consumer protection objectives, regardless of debates about taxation or regulation. While acknowledging that platforms like Meta have taken some positive steps, she insisted more is needed: "The technology exists. The challenge is applying it consistently and at scale." Advertisements that explicitly reference "non-Gamstop" or similar terms should leave no ambiguity about the required action, she argued. Stopping such ads demands coordinated action from regulators, platforms, advertisers, affiliates, search providers, and payment firms.

Collaboration and Enforcement Efforts

Reynolds-Jones welcomed the £26 million allocated to the UK Gambling Commission for tackling illegal gambling, calling it a significant commitment. She advised the regulator to focus on strengthening enforcement, investing in technology, and building international cooperation, noting that Gamstop already reports regularly on non-Gamstop advertising they encounter. Regarding the UK's social media ban, she said any measure reducing young people's exposure to harmful content is positive, but insisted no single intervention is sufficient: success depends on enforcement, platform cooperation, and public education across all channels.

She highlighted that the black market has become increasingly sophisticated, using digital marketing, black-hat SEO, and affiliate networks to appear legitimate. A nuanced approach to education is crucial, with different messaging for young people, experienced gamblers, and self-excluded individuals. Reynolds-Jones called for practical, intelligence-led collaboration among all stakeholders, including faster information sharing and coordinated disruption. Looking ahead to the SBC Summit in Lisbon, she expressed enthusiasm for meeting industry peers and discussing how Gamstop's work could be replicated in other jurisdictions.