Entain has called for changes to the UK trademark registration process, arguing that unlicensed gambling operators should not be able to register gambling-related trademarks without holding a Gambling Commission licence. The proposal is aimed at reducing the ability of offshore or illegal operators to appear legitimate to British consumers.
The company has asked the UK Intellectual Property Office to review how gambling trademarks are assessed. Its concern is that a registered UK trademark can give an operator a sense of credibility, even when that operator is not licensed to offer gambling services in Great Britain.
Entain’s argument focuses on consumer protection and market integrity. A trademark does not equal gambling approval, but many users may not understand that distinction. If an unlicensed casino or sportsbook displays UK intellectual property registration details, players could mistake that for evidence of regulatory permission.
The company wants tougher checks before gambling-related marks are approved:
- applicants should show proof of a valid UK Gambling Commission licence;
- trademark examiners should flag gambling terms, casino names, and betting-related brands;
- unlicensed operators should face automatic refusal for gambling-specific registrations;
- existing questionable marks should be reviewed where consumer confusion is likely;
- UKIPO and gambling regulators should share information more closely.
The issue fits a wider enforcement debate. The Gambling Commission has repeatedly warned that illegal gambling sites can expose users to unfair terms, weak age checks, poor dispute handling, and limited safer-gambling tools. It has also said it works with payment firms, search platforms, law enforcement, HMRC, and the Police Intellectual Property Crime Unit to disrupt unlawful operators.
Entain’s proposal would add intellectual property control to that enforcement toolkit. It would not block every offshore site, because many illegal operators do not rely on UK trademarks. Still, it could make it harder for unlicensed brands to use formal UK registrations as a trust signal.
The reform would raise practical questions:
- how UKIPO would define a gambling-related trademark;
- whether existing trademarks could be challenged retroactively;
- how foreign operators with non-UK licences would be treated;
- whether extra checks would slow legitimate brand filings.
For licensed operators, the proposal is also commercial. Companies that pay UK taxes, follow advertising rules, and meet safer-gambling duties argue that unlicensed rivals should not receive tools that help them compete for British players.
The UKIPO has not adopted the proposal so far. For now, Entain’s campaign shows how the fight against illegal gambling is moving beyond websites and payments into branding, search visibility, sponsorship, and consumer trust.