UK Gambling Commission Calls on Google to Remove Illegal Gambling Websites

The UK Gaming Commission (UKGC) is pushing internet companies, especially Google, to take unlicensed operations off of search results as part of a stepped-up campaign to combat illicit gaming websites.

This action is a part of the Commission’s larger plan to shield consumers from the dangers of unregulated gambling, such as fraud, dangerous gaming practices, and a lack of player safeguards.

Surge in Takedown Requests as Illegal Sites Proliferate

According to the UK Gambling Commission’s cease and desist notice records, the regulator has significantly ramped up its enforcement activity over the past two years. Between 2023 and 2025, there has been a tenfold increase in the number of illegal gambling URL takedown requests, underscoring the scale of the issue.

Recent reports, such as Next.io’s analysis of the UKGC’s increased takedowns, confirm this sharp rise and highlight the Commission’s focus on curbing the growing reach of illegal gambling operators targeting UK consumers.

Growth in Takedown Activity

These takedowns aim to reduce the visibility of unlicensed operators who continue to find ways to appear in search results despite existing restrictions.

Google’s Increasing Role in Enforcement

Google has responded to regulatory pressure by dramatically increasing the number of illegal gambling URLs it removes from its UK search results. According to GamblingAuthority.co.uk’s coverage of Google’s actions, the search engine’s removals have jumped significantly, reflecting both the scale of the problem and the growing cooperation between tech companies and regulators.

The UK Gambling Commission’s recent enforcement efforts are focused not only on blocking websites but also on disrupting the affiliate networks and search tactics these illegal operators use to target UK players.

Key Reasons for Takedown Efforts

• Protecting consumers from unlicensed operators
• Preventing exposure to unsafe gambling products
• Disrupting the marketing networks of rogue affiliates
• Enforcing compliance with UK gambling laws

Examples of Targeted Illegal Operators

Several prominent unlicensed operators have been the subject of takedowns on multiple occasions, according to conversations inside the gaming sector.  Those who follow the grey market are familiar with these names, yet even in spite of enforcement efforts, they frequently show up in search results.

Examples of operators highlighted in recent takedown efforts include:

• Lucky Block
• Gamdom
• Roobet
• Stake.com (unlicensed in the UK context)
• BC.Game
• notongamstopcasinos

These sites often operate in jurisdictions without robust consumer protection, making them a significant concern for UK regulators.

Affiliates and DMCA Abuse: A Growing Concern

Beyond the operators themselves, affiliates have come under scrutiny for helping direct traffic to these unlicensed platforms. However, this area is complicated. As highlighted by CasinoBeats’ article on affiliate sector challenges, there is increasing concern about misuse of DMCA notices. Some legitimate affiliates claim they’ve been targeted by rivals using fraudulent takedown requests to undermine competition.

Risks Linked to Rogue Affiliates

• Marketing illegal brands to customers in the UK
• Using SEO strategies to get around legal limitations
• Taking advantage of weak jurisdictions to get fast money
• Abusing takedown tools to hurt rival businesses

The UKGC’s Multi-Layered Strategy

The UK Gambling Commission’s efforts go well beyond URL removals. According to Next.io’s coverage of increased enforcement, the UKGC is deploying a multi-pronged strategy including:

• Direct enforcement via cease-and-desist notices
• Collaboration with tech platforms like Google
• Intelligence-sharing with international regulators
• Increased monitoring of affiliate activity

These combined actions are designed to cut off illegal sites’ access to UK players at every possible entry point.

Sources

• iGaming Business – UKGC’s illegal URL enforcement actions
• UK Gambling Commission – UK Gambling Commission’s cease and desist notice records
• Next.io – Next.io’s analysis of the UKGC’s increased takedowns
• CasinoBeats – CasinoBeats’ article on affiliate sector challenges
• GamblingAuthority.co.uk – GamblingAuthority.co.uk’s coverage of Google’s actions