Tesco has become the latest household name targeted by unlicensed casinos using fake endorsement ads on Facebook and Instagram, prompting police involvement and raising risks for players.
Several well-known companies and sports stars, including Barclays, Lewis Hamilton, and footballers Jude Bellingham and Erling Haaland, have had their images misused in scam advertisements promoting unlicensed online casinos. Tesco’s brand was recently hijacked in ads that falsely claimed the supermarket had launched its own casino.
The fake “Tesco casino” ads appeared on Facebook with a dedicated page until questions were raised with Meta, the platform’s owner. The linked website, still accessible in the UK, misleadingly states it is “built on the trust of Tesco, a FTSE 100 company with 107 years of UK trading history since 1919,” and compares its slot machine layout to “the aisles at a Tesco Extra.” However, this site does not hold a licence to legally offer gambling services in Great Britain.
Such scams pose significant risks to consumers. Players may be deceived into engaging with unregulated gambling sites that lack proper consumer protections, increasing their exposure to unfair practices, data misuse, and gambling harm. The use of trusted brands can create a false sense of security, making it harder for players to identify legitimate operators.
Tesco has referred the matter to the National Cyber Security Centre and the City of London police’s Report Fraud service. A spokesperson confirmed the complaint was received but no investigation has been launched yet. Meta removed some of the ads following media inquiries but maintains that advertisers are responsible for complying with local laws.
Other brands targeted include Barclays, which had its name used in ads featuring inappropriate content, and Monzo, which called the scam an “AI-enabled scam where criminals take advantage of our much-loved brand to trick people.” These incidents highlight ongoing challenges in policing illegal gambling advertising on social media platforms.
Sports stars have also been victims of image misuse. Footballers Jude Bellingham and Bruno Fernandes, as well as boxer Tyson Fury, have had their likenesses used without consent to promote unlicensed casinos. One offshore operator even used a lookalike of Erling Haaland wearing a Norway shirt to mislead players.
The UK Gambling Commission and the Advertising Standards Authority are aware of these scams but have struggled to prevent their spread. This situation underscores the difficulties regulators face in controlling illegal gambling advertising online.
Players should remain vigilant when encountering gambling ads on social media, especially those claiming affiliation with well-known companies or celebrities. Verifying operator credentials through the UK Gambling Commission and checking for official licences can help avoid unlicensed sites.
For further information on UK gambling regulation and player safety, see our coverage on UK gambling and player protection.
Related reading: Online bookmakers have also faced scrutiny for privacy breaches, with a recent study revealing widespread non-compliance with data protection laws. More details are available in this Guardian report.
Source: Gambling | The Guardian.
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