Tesco Reports Fake Casino Ads to Police as Brand Impersonation Spreads

LONDON – Tesco has reported the unauthorized use of its branding by an unlicensed online casino to UK authorities after fake casino advertisements appeared on social media.

The case adds to concerns about illegal gambling operators using recognizable companies and sports stars to make unlicensed websites appear legitimate to British consumers.

The supermarket referred the matter to the National Cyber Security Centre and Report Fraud, which is run by City of London Police. Police confirmed receiving the report but said the matter had not been referred to a police force for investigation at that stage.

Fake Casino Used Tesco Branding

A Guardian investigation found advertisements for a fake “Tesco casino” circulating on Facebook, along with a dedicated page on the platform. The ads directed users to a website presenting itself as an official Tesco gambling operation despite having no connection to the supermarket.

The website used Tesco’s name and trading history to build credibility and offered casino-style games to visitors. It did not hold the Gambling Commission licence required to provide gambling services to consumers in Great Britain.

The Gambling Commission states that operators must hold a British operating licence or valid exemption to provide gambling facilities to consumers in Great Britain, regardless of where the business itself is based. Advertising unlawful gambling to British consumers can also constitute an offence.

Meta removed the Tesco advertisements after being contacted about them, according to the report. The fake casino website itself remained accessible to UK users at the time of publication.

Sports Stars and Major Brands Also Impersonated

Tesco is not the only recognizable brand targeted. Barclays and Monzo branding has also appeared in unauthorized casino promotions, while legitimate gambling brands Coral and Gala Bingo have been impersonated by unlicensed operators.

Sports figures including Lewis Hamilton, Tyson Fury, Erling Haaland, Jude Bellingham and Bruno Fernandes have also had their names, images or likenesses associated with gambling promotions without authorization. Fury publicly denied involvement with a casino carrying his name.

The incidents extend an issue already drawing regulatory attention. The Gambling Commission previously criticized Meta over illegal casino ads appearing on Facebook and Instagram, including promotions directing consumers toward gambling sites outside Britain’s licensed market.

Pressure has also come from the regulated industry, which argues that unlicensed operators can use major digital platforms to reach consumers without complying with British gambling rules. Some of the operators involved claim overseas licences, but foreign authorization alone does not permit them to provide gambling to consumers in Great Britain.

Gambling Commission Targets Unlicensed Operators

The Gambling Commission described the use of trusted brands to direct consumers toward unlicensed casino products as a serious form of illegal gambling activity. The regulator said it works to disrupt websites targeting British consumers and coordinates with other bodies where issues fall outside its jurisdiction.

Brand and intellectual-property misuse is not itself within the Commission’s remit, leaving authorities including law enforcement and advertising regulators with roles in addressing other elements of the schemes. The Commission has also been working with the Advertising Standards Authority over misleading gambling promotions.

Tesco’s report does not mean a criminal investigation has been opened. It does, however, add another major British brand to the growing number of companies and public figures confronting unauthorized casino advertising designed to resemble legitimate endorsements.

RELATED TOPICS: Regulation