Entain Battles UK Unlicensed Gambling via Trademark Reform

Dr. Annelies De Vos · 2026-06-12

### A New Front in the Fight Against Illegal Gambling Entain, the London-listed gambling giant, is stepping up its game against unlicensed operators in the UK. But instead of going after them directly, they're taking a smarter approach: targeting the trademarks that give these shady companies a cloak of legitimacy. It's a move that could reshape how the industry polices itself. The FTSE250 company has officially filed concerns with the UK Intellectual Property Office (UKIPO), asking for stricter rules on gambling brands that apply for British trademarks. Their argument is pretty straightforward: the current system lets unlicensed companies register trademarks, which makes them look legitimate even when they're breaking the law. Simon Zinger, Entain's legal chief, has been vocal about this loophole. ### Why Trademarks Matter So Much Think of a trademark like a badge of honor. When a company gets one, it signals to customers that this is a real, trustworthy business. But here's the problem: unlicensed gambling sites can snag those same badges, tricking players into thinking they're safe. Entain says that's not just unfair, it's dangerous. "Registration confers commercial legitimacy," Zinger pointed out in their submission. "These companies use it to look like they're above board, when in reality they're operating illegally." ### The Bigger Picture for US Professionals Now, you might be wondering: why should professionals in the US care about a UK trademark issue? Well, the online gambling world is connected. What happens in one market often ripples across others. If the UKIPO tightens its rules, it could set a precedent that influences how other countries, including the US, handle unlicensed operators. Plus, for those of us working in the industry, this is a classic case of using intellectual property law to clean up the market. It's a strategy that could easily be adapted for American states where online gambling is legal. ### What Entain Is Proposing Entain isn't just complaining. They've laid out specific suggestions for the UKIPO: - **Require proof of licensing**: Companies should have to show they're properly licensed before they can register a trademark. - **Increase scrutiny on applications**: The UKIPO should check more carefully whether a brand is actually operating legally. - **Revoke trademarks from violators**: If a company is caught operating without a license, their trademark should be canceled. It's a practical list that could make a real difference. And it's not just about protecting players, it's about protecting legitimate businesses from unfair competition. ### The Challenge Ahead Of course, this isn't going to be easy. Unlicensed operators are often based overseas, making them hard to track down. And trademarks are just one piece of the puzzle. But Entain is showing that the fight against illegal gambling requires creativity as well as enforcement. For now, all eyes are on the UKIPO. If they take Entain's advice, we could see a major shift in how the industry handles bad actors. And that's something worth watching, whether you're in London, Las Vegas, or anywhere in between.