Tesco alerts police to scam casino ads using its brand | PiQ Markets

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↳ Why This Matters

The proliferation of scam advertisements using legitimate brands and public figures poses a risk to consumers who may be misled into using unlicensed and potentially fraudulent gambling services, while also damaging the reputation of the targeted entities.

Key facts

Tesco has alerted City of London police to scam advertisements using its brand.
Unlicensed casinos are using the branding of companies like Tesco and Barclays, and images of sports stars like Lewis Hamilton and Erling Haaland, to promote fake gambling sites.
The fake "Tesco casino" website claims to be official and uses Tesco's trading history to build trust.
The "Tesco casino" website is still accessible in the UK but does not have a license to operate gambling services in Great Britain.
Barclays stated it does not endorse or have any involvement with the misleading material.
Monzo described the activity as an "AI-enabled scam" that uses its brand to trick people.

Tesco has alerted City of London police after its brand was used without permission by unlicensed casinos advertising on Facebook and Instagram. The supermarket chain is among several companies and sports stars, including Barclays bank and Lewis Hamilton, whose images have been hijacked to promote fake gambling sites.

The casinos, which appear unable to legally operate in Britain, are reportedly using brand recognition to attract customers. Their branding has featured in ads and websites promoted via Meta platforms, creating the false impression that the businesses have launched their own casinos.

Sports stars such as Lewis Hamilton, Tyson Fury, Jude Bellingham, and Bruno Fernandes have also had their faces used without consent. One offshore casino allegedly used a lookalike of footballer Erling Haaland. The Gambling Commission and the Advertising Standards Authority are aware of the issue but have had limited success in stopping the ads.

A fake "Tesco casino" website, still accessible in the UK, claims to be official and leverages Tesco's trading history. However, it lacks the required license to operate gambling services in Great Britain. Tesco has referred its concerns to the National Cyber Security Centre and Report Fraud service. City of London police confirmed receipt of the complaint.

Barclays stated it does not endorse or have any involvement with the material, and Monzo described the activity as an "AI-enabled scam" that uses its brand to trick people. Meta said it had taken down the ads after inquiries but believes advertisers are responsible for regulatory compliance.

Some of the sites claim to be licensed in Curacao, a known haven for online gambling companies operating without licenses in major economies. Legitimate gambling companies like Coral and Gala Bingo have also been targeted.

Frequently asked questions

An AI-enabled scam uses artificial intelligence to create deceptive content, such as fake advertisements or impersonations, to trick individuals into engaging with fraudulent services or divulging personal information.

The Gambling Commission is the UK's regulatory body responsible for overseeing gambling activities. It aims to keep crime out of gambling, ensure fairness, and protect children and vulnerable people. It can take action against unlicensed websites targeting UK consumers.

Meta, the owner of Facebook and Instagram, is understood to believe that advertisers, not its platforms, are responsible for complying with local regulations. However, it does take down ads after inquiries.

What Happens Next

01The Gambling Commission will have more powers to take down unlicensed websites targeting UK consumers from autumn.

02The Gambling Commission is working with the Advertising Standards Authority on the unauthorized use of intellectual property.