UK critics target the Whatnot shopping app

In the UK, a shopping app has come under criticism for using gambling-style mechanics.

On January 31, the outlet Metro published a report focusing on chance-based mechanics in the livestream shopping app Whatnot, where sellers host live broadcasts with product auctions.

Gambling-style mechanics in Whatnot

Surprise Sets format

Under the Surprise Sets format, users place bids ranging from $1.5 to $275 for the chance to spin a wheel that randomly determines a prize from a pool prepared by the seller.

The pool includes designer clothing, jewellery, collectible cards, and precious metal bars, although most items consist of low-value goods.

A single livestream can include up to 500 spins of the wheel.

Expert assessment

View of the International Gaming Research Unit

The director of the International Gaming Research Unit stated that this type of mechanic represents a form of gambling involving “losses disguised as wins.”

According to him, users either win or lose, and receiving items of minimal value after paying for a spin is a common practice in gambling.

User risks

Player experiences

Users point to high engagement driven by low entry bids, visual effects, a competitive format, and a fear of missing out.

Some players report significant spending over short periods and repeated cycles of deleting and reinstalling the app.

Platform actions

Rule changes

Amid criticism, Whatnot tightened its requirements for sellers, requiring them to display all items in the prize pool during livestreams.

In December 2025, the platform introduced self-control tools that allow users to set limits on viewing time and spending.

The company is also considering fully disabling the wheel feature.

Regulatory position

UKGC statement

The UK Gambling Commission stated that the Whatnot app does not fall under the definition of gambling under UK law.

Platform data

Audience growth

The Whatnot platform was launched in December 2019.

According to the company’s internal data, in 2025 users in the UK watched more than 5 million hours of content, while the number of sellers from Europe increased by 600% year over year.