Entain, the London-listed gambling group, has stepped up its drive against unlicensed and illegal gaming in the UK — this time training its sights on trademark protection. The FTSE 250 operator has formally flagged its concerns to the UK Intellectual Property Office (UKIPO), calling for tighter scrutiny of gambling brands applying for British trademarks.
Key takeaways
- Entain wants the UKIPO to require proof of a Gambling Commission licence before registering gambling trademarks.
- It argues unlicensed operators — many based in Curaçao or Anjouan — gain undue “commercial legitimacy” through UK marks.
- The UKIPO has so far rejected making prior regulatory approval a condition of registration.
- The campaign extends to sport, with Entain lobbying the Premier League and the IFR to deal only with licensed operators.
Entain’s core argument is that the current framework lets unlicensed companies secure trademarks, handing them what it calls “the commercial legitimacy that registration confers” even though their operations are illegal under UK law.
“[Entain] has been around for some time now and we’re on a journey of trying to create more and more awareness about the harm of black-market gambling operators. Increasingly, there is more and more market share being lost to these kinds of companies in the UK.”
— Simon Zinger, Group General Counsel & Chief Customer Care Officer, Entain
The operator has filed an annex naming unlicensed firms that already hold UK trademarks, pointing out that many are registered in jurisdictions such as Curaçao or Anjouan. Entain contends that the UKIPO should weigh an applicant’s regulatory status and the intended use of a mark, rather than assessing the mark in isolation. Beth Williams, the group’s head of IP, said the regulator could look at mechanisms to ensure only licensed operators gain commercial legitimacy through trademarks.
Calls for proof of licensing
Entain stresses that offering gambling services in Great Britain without a licence is a criminal offence under Section 33 of the Gambling Act 2005. It has proposed that the UKIPO require evidence of a valid Gambling Commission licence before registering any gambling-related trademark. Zinger also suggested aligning the approach with the Companies Act 2006, which bars unregulated companies from registering names implying a regulated service, such as “bank” or “insurance.”
To bolster its case, Entain has asked the Gambling Commission to set up a proactive objection process during the two-month trademark publication window, so unlicensed operators cannot quietly gain legitimacy. UKIPO general counsel Adam Williams acknowledged that trademark law allows objections where registration is prohibited by law, but rejected the idea that prior regulatory approval should be a precondition.
“The assessment of whether a mark is contrary to public policy, or whether its registration is prohibited in law, relates to the intrinsic properties of the mark itself. This does not involve an assessment of the actions of the applicant or how the mark is used.”
— Adam Williams, General Counsel, UKIPO
A wider anti-black-market push
The campaign reaches beyond trademarks. Entain has lobbied sporting bodies — including the Premier League and the Independent Football Regulator (IFR) — to ensure clubs partner only with licensed operators. Its Ladbrokes brand is a partner of Liverpool FC, and the group has encouraged other Premier League sides to adopt the same stance.
The lobbying comes during a period of upheaval in UK gambling oversight. The Gambling Commission currently has no permanent CEO, while the Department for Media, Culture and Sport (DCMS) has recently appointed Emma Floyd as director of sport and gambling. Until those leadership posts settle, Entain may need to keep pressing its case largely on its own.
By going after unlicensed operators through both trademark policy and sports partnerships, Entain aims to curb the black market’s influence and keep UK gambling activity within legal and consumer-protection boundaries.
