Entain has urged the UK Intellectual Property Office (UKIPO) to require gambling companies to hold a valid UK Gambling Commission licence before they can register trademarks in Britain, arguing that the current system allows unlicensed operators to gain credibility and reach consumers more easily.
The FTSE 250 gambling group has formally raised the issue with the UKIPO as part of its wider campaign against illegal gambling operators, which licensed firms say are increasingly targeting UK customers from overseas jurisdictions.
Entain seeks link between trademarks and licences
Under current UK trademark rules, businesses can apply to register gambling-related brands without proving they are authorised to offer gambling services in Britain.
Entain argues that this creates a gap in the regulatory framework because operators that lack a UK Gambling Commission licence can still secure trademark protection for betting and gaming brands.
The company said trademark registration can help businesses build consumer trust and brand recognition, even where those businesses are not legally permitted to offer gambling services to UK customers.
Simon Zinger, Entain’s group general counsel and chief customer care officer, said the issue has become more significant as black market gambling operators continue to expand their presence.
Entain wants the UKIPO to introduce a requirement for trademark applicants in gambling-related categories to provide evidence that they hold a valid UK gambling licence before their application is approved.
Concern over overseas operators
The gambling operator said several brands licensed in overseas jurisdictions, including Curaçao and Anjouan, have successfully registered trademarks in the UK despite not holding authorisation from the UK Gambling Commission.
According to Entain, these registrations can make it more difficult for consumers to distinguish between licensed and unlicensed operators.
The company argues that allowing such businesses to secure trademark protection undermines efforts by regulators and licensed operators to combat illegal gambling and protect consumers.
The issue comes amid growing scrutiny of the online gambling black market in the UK. Industry groups have repeatedly warned that unlicensed operators are attempting to attract customers through online advertising, affiliate marketing and social media channels.
UKIPO stops short of backing proposal
In response to Entain’s request, the UKIPO said its role is to assess trademark applications against legal requirements and public policy considerations rather than determine whether an applicant holds the licences needed to operate in a particular industry.
The office noted that existing trademark legislation already includes mechanisms that allow applications to be challenged where appropriate.
However, the UKIPO has not indicated that it plans to make regulatory licensing a mandatory requirement for trademark registration.
Part of broader anti-black-market campaign
The trademark proposal forms part of Entain’s broader efforts to address illegal gambling activity in the UK.
The company has previously called for stronger action against unlicensed operators and has worked with sports organisations, regulators and industry stakeholders on measures related to responsible advertising, sponsorship and consumer protection.
Entain maintains that tightening trademark rules would remove one avenue through which unlicensed gambling businesses can establish a presence in the UK market, while supporting wider efforts to direct consumers towards licensed and regulated operators.
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