YouTuber Exposes Polymarket's Covert UK Influencer Push

Polymarket has been running a covert influencer marketing campaign targeting UK-based social media personalities on X, as exposed this week by Ellis Platten, the YouTuber behind the 635,000-subscriber AwayDays channel.

Why It Matters

Prediction markets occupy a legal grey zone in the UK — Polymarket itself blocks UK users under its terms of service, making an undisclosed influencer push aimed at British audiences a significant compliance red flag. The campaign email, shared publicly by Platten via a screenshot, appeared to come from a Polymarket partner rather than the company directly, a structure that can obscure accountability. UK advertising rules under the ASA's CAP Code require paid promotions to be clearly labelled; undisclosed ads carry financial penalties and reputational consequences for both the brand and the influencer. For any UK creator who received a similar approach and published content without a disclosure label, the regulatory exposure is real. Gambling involves risk, and marketing unlicensed products to UK audiences compounds that risk for consumers.