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One of its investigations concerns a specific globally renowned brand. Madsen says an initial scan identified around 1,600 domains, followed by another roughly 4,500 associated with this operator. That puts the number identified so far at around 6,000, although he believes the actual figure is considerably higher. “I think what we’ve found so far is only a small part of the overall picture,” he says. “I’m almost certain the real number is at least twice as high.”

Euromat’s report has suggested that a core group of 25 offshore operators are generating up to 64% of European traffic to the black market.

Madsen says investigators can also examine how sites appear from different jurisdictions. If a site is presented in a country’s local language, for example, that can indicate that the market is being targeted. The next question is whether the operator has the necessary licence.

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This report arrived amid the UK government’s 2023 white paper on gambling reform, which introduced a statutory levy for funding research and treatment. 

A cross-party of MPs similarly branded gambling advertisement as a “public health issue” in a recent parliamentary debate. The comment came after the publication of the All-Party Parliamentary Group’s May report.

The report cited concerns that current measures inadequately protected children and young people from the marketing tactics of the gambling industry.

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For Grainne Hurst, CEO of the Betting & Gaming Council in the UK, the evolution has been clear. “The conversation has moved beyond representation alone towards inclusion, retention, well-being and progression,” Hurst explains. “Businesses increasingly understand that DEI must be embedded in everyday culture, not treated as a separate initiative.”

Industry associations have played an important role through mentoring, networking and leadership development.

Hurst is also a board member at Global Gaming Women, giving her firsthand experience of how networks, mentorship and role models can help women advance. She was previously recognised in iGB’s Most Influential Women list in 2024.