Paid-entry raffles promoted through social-media feeds can look like harmless competitions even when they may be operating as illegal lotteries, new research published by the UK Gambling Commission has found.
The study focused mainly on individual-led draws promoted through TikTok, although similar activity also appears on Facebook and Instagram. Reports about suspected illegal TikTok lotteries and raffles increased in 2025 compared with 2024, prompting the regulator to examine how people discover, trust and pay for these draws.
Most people find the draws by accident
Participants generally did not search for an online raffle. They encountered one while scrolling, watching a live stream or following a shared link. Among people in the survey who had entered a TikTok raffle, 49% said they found this content through TikTok LIVE and 41% through the For You feed.
The presentation can make the activity feel familiar and low risk. Draws are often described as competitions or giveaways, use small entry prices and place the emphasis on prizes such as cars, technology, holidays or cash. That can reduce the pause a customer might normally take before paying for a gambling product.
Licensing awareness was limited
Most participants did not clearly understand when a paid-entry draw requires a licence or registration in Great Britain. They were also poorly equipped to distinguish regulated activity from an illegal lottery.
Instead of checking an official register, many relied on social signals: positive comments, evidence of previous winners, a professional-looking page or familiarity with the person running the draw. Only 23% of the surveyed TikTok-raffle participants said they checked whether the host or website appeared on the Gambling Commission’s business register.
Payment often took place away from the social platform through external websites, payment links, PayPal or bank transfers. Familiar payment methods could make the journey appear more trustworthy, even though it might lack identity checks, safer-gambling tools and formal complaint procedures.
How to check a raffle
A paid entry for a chance to win a prize may be a regulated lottery, regardless of whether it is labelled a raffle, giveaway or competition. Before paying, UK consumers should check who runs the draw, whether a free-entry route genuinely meets the legal requirements and whether the organiser appears on the relevant official register.
Do not rely on follower counts or winner videos alone. Read the terms, verify how the winner is selected and be cautious if payment is requested through a personal account or an unfamiliar link. If the organiser claims to hold a gambling licence, the details should be independently checked on the Gambling Commission website.
The research does not suggest that every social-media prize draw is illegal. It does show why casual presentation and a low ticket price are not reliable signs that a draw is lawful or offers normal consumer protections.
Source: UK Gambling Commission research, 13 August 2026.
Daniel is a content creator at Mr Win and has worked in the iGaming industry since 2012. With more than a decade of experience reviewing casino operators and bonuses, he focuses on safe play, licensing standards, and helping players find fair gaming sites.