Report
Exploring online, illegal, individual-led lotteries and raffles
Exploring online, illegal, individual-led lotteries and raffles
Next steps
Areas for future research
Younger adults and gateway products
The quantitative phase suggests that 18 to 24-year-olds are more likely than older age groups to have taken part in or seen online individual-led lotteries and raffles on TikTok. Future research could explore in more depth how these activities fit within broader gambling and digital entertainment journeys for younger adults, and whether they act as a gateway into other forms of gambling.
Given the recruitment challenges we experienced with this age group in the qualitative phase, it may be helpful to test alternative approaches for engaging younger participants (for example different recruitment channels, incentives or formats).
This aligns particularly with the Gambling Commission’s evidence themes of Early gambling experiences and gateway products, as well as wider questions around the range and variability of gambling experiences.
Deeper host perspectives and illegal market dynamics
Only 1 qualitative participant in this study was primarily a host. Further qualitative or mixed-methods research focusing on hosts could deepen understanding of motivations, awareness of legality, business models and responses to enforcement, contributing to the illegal gambling and crime roadmap.
Areas for consideration
Based on the evidence from all 3 phases, 5 key considerations emerge for the Gambling Commission and partners.
1. Recognise that legal status is not a key decision factor for participation
Players are more focused on whether the draw feels genuine and whether the prize can really be won than on whether the host is licensed.
As a result, greater awareness of legal status alone is unlikely to create a meaningful barrier to entry or substantially reduce participation.
There may therefore be more value in focusing on tackling this issue at its source, including how these activities are run and promoted, rather than relying primarily on raising awareness of illegal practice among consumers.
2. Focus intervention at the off-platform point of payment
The greatest consumer risk often sits beyond the social post itself, where sign-up, payment and terms are less visible and protections feel weaker.
Interventions are therefore likely to be most effective if they also target the off-platform journey, including external websites, payment links and peer-to-peer payment methods used to facilitate these draws.
3. Regulation should not rely on consumer reporting alone
Low ticket prices, casual framing and familiar payment methods mean players are unlikely to see problems as serious enough to report, even where activity is illegal.
Reporting mechanisms remain important, but cannot be the primary line of defence. Proactive monitoring, intelligence-sharing and platform-level interventions will be needed alongside consumer reports.
4. Address both deliberate evasion and genuine confusion among hosts
Some smaller-scale hosts may not fully understand the rules, while others appear to use language and payment practices to obscure what they are doing.
The response may therefore need both clearer guidance for individuals and small businesses on what is and is not permitted, and stronger, visible enforcement where activity appears deliberate or repeated.
5. Embed these findings within the Evidence Roadmaps and future research
The study supports the Gambling Commission’s Evidence Roadmaps, particularly the themes on illegal gambling and crime.
These insights suggest that future research should prioritise younger adults, as their higher engagement levels make them a key demographic to understand. Important areas for exploration include their pathways into gambling, the surrounding off-platform ecosystem, and the impact of different enforcement and communication approaches.
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Exploring online, illegal, individual-led lotteries and raffles - Appendices
Last updated: 13 August 2026
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