Entain Urges UKIPO to Strengthen Gambling Trademark Regulations
Entain Targets Trademark Rules to Combat Illegal Gambling
Entain is intensifying its efforts to fight illegal gambling in the UK by focusing on the rules surrounding trademarks for betting and gaming brands. The company is pressing regulators to close gaps that allow unlicensed operators to gain unfair advantages through trademark registrations.
The Trademark Loophole Highlighted
The FTSE 250 gambling operator has raised concerns with the UK Intellectual Property Office (UKIPO), pointing out that companies can currently secure trademark protection in the UK even without holding a license from the UK Gambling Commission. This loophole, they argue, permits unlicensed gambling operators to present themselves as legitimate by simply registering a brand name.
Entain believes that trademark registration should be closely tied to meeting regulatory requirements. If a business is not legally permitted to offer gambling services in the UK, it should not be allowed to benefit from trademark advantages that convey credibility to consumers.
Simon Zinger, Entain’s group general counsel and chief customer care officer, has taken a leading role in this campaign. He emphasizes that the issue is increasingly pressing as black market operators expand their reach, drawing customers away from properly licensed businesses.
Calling for Stronger Regulation
Entain has formally requested that the UKIPO implement a rule requiring all trademark applicants in gambling categories to prove they hold a valid Gambling Commission license before approval. This approach would align trademark regulations with standards in other regulated industries, which often demand regulatory approval for certain key terms or permissions.
The company cites examples of foreign gambling brands licensed in jurisdictions like Curaçao and Anjouan that have successfully registered trademarks in the UK despite lacking authorization to operate there. This situation undermines efforts to enforce gambling laws and allows unlicensed brands to gain consumer trust unfairly.
In response, the UKIPO has stated its responsibility is to ensure trademarks do not violate laws or public policy but clarified that it does not evaluate the broader licensing status of applicants. Existing legal processes do allow objections when appropriate, but the UKIPO has not endorsed making licensing a prerequisite for trademark registration.
Nevertheless, Entain maintains that the current legislation provides opportunities for a stricter framework, including denying trademarks related to gambling services to operators without proper UK licenses.
This trademark dispute is part of Entain’s wider campaign to clamp down on unlicensed gambling activities, including influencing sports organizations and regulators to uphold responsible advertising and sponsorship practices.
