UKGC Lacks Data on White Label Site Performance
FOI reveals regulator does not hold turnover or visitor metrics for individual brands operating under master licences like TGP Europe.
A Freedom of Information request has revealed the UK Gambling Commission does not hold key performance data, such as turnover or visitor numbers, for individual white label gambling sites. This highlights a transparency gap for consumers researching the stability and scale of brands operating under master licences.
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Regulator Confirms It Does Not Hold Key Performance Data for Individual White Label Brands
A Freedom of Information (FOI) disclosure has revealed that the UK Gambling Commission (UKGC) does not hold granular performance data, such as turnover or visitor numbers, for individual white label gambling websites. The response highlights a significant gap in publicly available information for consumers trying to assess the scale and popularity of specific betting brands.
Why This Data Matters
Many gambling sites in the UK operate on a 'white label' model. This is where a company, in this case TGP Europe, holds the necessary UKGC licence and provides the underlying platform and regulatory coverage. Other businesses then create their own unique branding and marketing to operate as distinct sites on this platform.
For consumers, understanding the performance of an individual brand they are using can be an important part of their due diligence. Metrics like turnover and unique visitor numbers can indicate a brand's market position and stability. The absence of this data at the regulator level means customers must rely solely on the reputation of the master licence holder, as brand-specific performance is not centrally tracked or made public by the UKGC.
Details of the Request
The request, submitted on 22 September 2023, asked the Gambling Commission for the following information for each of TGP Europe's white label licensees since 1 January 2022:
- Turnover
- Unique visitors
- Total page views
In its official response, the UKGC stated: "I can confirm that no information falling within the scope of your request is held by the Gambling Commission."
This outcome, 'Information not held', is distinct from a refusal to provide information for reasons of commercial sensitivity. It confirms that the regulator does not possess the requested data broken down by individual white label brand.
Significance for Consumers and the Industry
The disclosure carries important implications for consumer transparency. It shows that while the UKGC regulates the primary licence holder (TGP Europe), it does not appear to collect or hold specific operational metrics for the dozens of individual brands that may operate under that single licence. The responsibility for compliance and conduct across all associated brands rests with TGP Europe.
For consumers, this means that when choosing to bet with a white label site, they are placing their trust in the oversight of the master licence holder rather than in any direct, brand-specific monitoring by the UKGC that is publicly accessible. This reinforces the importance of checking the UKGC's public register to confirm which company holds the licence for any given gambling website before signing up.