The black market relies on three core ingredients to thrive: content (games and data), platforms, and promotion. With regulators across Europe ramping up scrutiny on the role B2B suppliers play in the fight against illegal gambling, distribution channels are now firmly in the headlights. Add in the alarming scale of black-market advertising and social games on platforms like Meta and Google, where users can convert from legal operators, then be algorithmically recommended to black-market advertisers. Exploring cases from Spain, Germany, and Romania, this session explores whose role it should be to enforce B2B compliance? Can operators realistically ensure suppliers aren't supporting bad actors? Are ad bans doing more harm than good? How can the sector engage Big Tech when they operate by their own rules?