Facebook Lotteries, Human Skulls and a Global Fight for Safer Gambling

_{Tim Miller, Executive Director at the UK Gambling Commission. (Image: Gambling Commission)}

In an era when betting platforms and players cross borders with ease, the UK Gambling Commission (UKGC) is stepping up with a global-focused strategy to make online gambling safer, fairer and free from crime. The Commission's Executive Director Tim Miller believes the industry can no longer rely on siloed enforcement.

As gambling operators expand internationally, the UKGC is responding by extending its regulatory reach through cooperation, intelligence sharing and technical alignment with regulators abroad.

Building a Global Network

Miller joined the UKGC in 2016. Since then, he’s helped build its safer gambling team and worked to integrate international strategy into its domestic licensing objectives: keeping crime out, ensuring fairness, and protecting the vulnerable.

“We regulate the same companies; we address the same risks; we face the same challenges,” Miller said in a 2023 speech at G2E.

The UK remains the world’s largest regulated online gambling market. As newer markets emerge, particularly in North America, the UKGC is drawing from its own experience to help shape how others approach regulation.

From the UK to Ontario: Shared Philosophies

Miller says cultural differences are giving way to aligned regulatory philosophies, especially between the UK and North America. He noted that many of the regulatory issues North American states face today occurred in the UK several years ago.

While there is no direct quote from Miller naming Ontario’s regulatory model as inspired by the UKGC, the province’s iGaming framework follows many of the UK’s principles, such as outcomes-based technical standards and mandatory responsible gambling features. Ontario’s Alcohol and Gaming Commission is now seen as a regional leader in online gambling oversight.

Miller also confirmed the UKGC is finalising several Memoranda of Understanding (MoUs) with U.S. and North American regulators to solidify cross-border cooperation.

“The collective voice of gambling regulators across the globe pressuring big tech companies, banks and even some other jurisdictions to address the role they play in facilitating illegal gambling will be much harder to ignore,” he said.

The Case for Harmonisation

Despite cultural and legal differences across jurisdictions, Miller believes some regulatory tools could benefit from greater international alignment. Self-exclusion schemes are increasingly appearing in single-jurisdiction formats that could inform broader standards. Technical regulations for online gaming products are another area ripe for alignment.

"If we can find areas where our technical requirements don't need to diverge, then that benefits regulators, consumers and operators," he said.

Intelligence Sharing: The Fight Against Illegal Lotteries

Cross-border intelligence sharing is also proving vital in tackling illegal gambling. Social media-based lotteries have become a growing concern. These often operate without a licence and are promoted through Facebook groups offering prizes ranging from children’s toys to large sums of cash.

In one UKGC investigation, illegal lotteries on Facebook were found to be generating significant annual profits. A 2022 enforcement action resulted in shutdowns and raised awareness of just how far such activities had spread.

While media reports have cited bizarre prize offerings, including luxury vehicles, homes, and even human skulls, the UKGC’s documented investigations reference items like toys, clothing and cash. Regardless of the prize, the Commission is concerned these lotteries often lack consumer protections and may be linked to organised crime.

There are a number of 'scam watcher' sites and social media pages, which appear to question a large number of competition pages. Although we do not endorse these sites or pages, they do make interesting reading. 

Podcasts, Pressure and Public Insight

To increase transparency and engagement, the UKGC has launched podcasts featuring senior enforcement staff. In one episode, officials John Pierce and Donna Duffy explained how intelligence from these illegal markets helps support the Commission’s broader enforcement efforts. The podcasts aim to be both informative and accessible for operators and the public alike.

Strategic Alignment: Good for the UK and Beyond

For Miller, international engagement isn't just about being helpful abroad. It's a tactical decision that enhances domestic enforcement.

"If we can work closely with other regulators around the world, it makes it easier for us to regulate some of these big international companies here in the UK."

A coordinated global approach also strengthens the Commission’s ability to hold tech platforms and payment providers accountable. Miller emphasised that regulators speaking with a unified voice are more likely to be heard.

"If 100 jurisdictions across Europe and North America collectively try to knock down those doors, you're more likely to be successful."

Commission is Shaping a New Era

As the online gambling landscape becomes more complex and global, the UK Gambling Commission’s international strategy is shaping a new era of cross-border collaboration. From harmonising tech standards to clamping down on social media lotteries, the UKGC is not just regulating domestically, it's influencing globally.