Tesco has become the latest major brand targeted by unlicensed casinos running fake endorsement ads on social media platforms Facebook and Instagram. These ads falsely suggest Tesco has launched its own casino, misleading players and consumers about the legitimacy of the gambling services offered.
The supermarket chain alerted the City of London police after discovering ads that used Tesco’s branding and image without permission. The fake “Tesco casino” ads even had a dedicated Facebook page until removed following media inquiries. The linked website claims to be “the official Tesco casino,” boasting slot games “laid out as clearly as the aisles at a Tesco Extra” and built on the supermarket’s long-standing UK reputation. However, this site does not hold a gambling licence to operate legally in Great Britain.
Unlicensed casinos using well-known brands and sports stars to promote their services pose significant risks to players. These scams can mislead consumers into gambling on platforms that lack regulatory oversight, increasing the chance of unfair practices, unsecure transactions, and difficulties in seeking redress or support.
Other household names such as Barclays, Monzo, and sports figures including Lewis Hamilton, Jude Bellingham, and Tyson Fury have also had their images exploited in similar scams. For example, a Facebook ad for “Barclays Slots” featured inappropriate content alongside the bank’s branding, which Barclays confirmed it does not endorse or have any involvement with. Monzo described the misuse of its brand as an “AI-enabled scam where criminals take advantage of our much-loved brand to trick people.” Meta, the owner of Facebook and Instagram, removed the ads after being contacted but maintains that advertisers are responsible for complying with local laws.
Players should be cautious when encountering gambling ads on social media, especially those claiming affiliation with familiar brands or celebrities. Always verify that a gambling site holds a valid UK licence, which ensures it meets regulatory standards for fairness, security, and responsible gambling. The Gambling Commission and Advertising Standards Authority are aware of these scams but have struggled to fully prevent their spread.
Consumers concerned about fraudulent gambling ads can report them to the National Cyber Security Centre or the City of London police’s Report Fraud service. Staying vigilant helps protect players from unregulated gambling operators who may exploit trusted brands to appear legitimate.
These scams highlight ongoing challenges in policing online gambling advertising, particularly on social media platforms where content can spread rapidly. Players should also be aware of broader regulatory issues in the UK gambling sector, such as recent findings on privacy breaches by online bookmakers, which point to the need for stronger enforcement of consumer protections.
For more information on UK gambling regulations and player protections, visit the UK category and Responsible Gambling section.
Related reading: Online bookies accused of UK privacy breaches with use of cookie banners.
Source: Gambling | The Guardian.
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