Tesco has reported to the police after its brand was misused in an online gambling scam involving unlicensed casinos advertising on Facebook and Instagram. The supermarket chain joins other well-known companies and sports figures targeted by these operations, which use fake ads and websites to give the impression that the businesses have launched their own casinos, despite lacking legal authorization to operate gambling services in the United Kingdom.
The deceptive advertisements have appeared on platforms operated by Meta, promoting casinos that unlawfully exploit the branding of household names. Past incidents have involved public figures such as Formula One driver Lewis Hamilton, footballer Jude Bellingham, and boxer Tyson Fury, whose images were used without consent. One offshore casino even employed a lookalike of Manchester City forward Erling Haaland in promotional material. The Gambling Commission and the Advertising Standards Authority (ASA) are aware of the situation but have had limited success in preventing the circulation of such content.
A fraudulent "Tesco casino" was advertised on Facebook with its own dedicated page until recently removed following inquiries. The associated website, still accessible in the UK, claimed to be the "official Tesco casino," describing its slot games as "laid out as clearly as the aisles at a Tesco Extra" and asserting a foundation of trust in Tesco’s longstanding business history. However, the site operates without a licence from the UK Gambling Commission, which is a legal requirement for gambling providers within Great Britain.
Tesco declined to provide a direct comment but referred concerns to the National Cyber Security Centre and the City of London Police’s Report Fraud service. A spokesperson for the police indicated the complaint had been received but had not yet been referred for active investigation.
Similar infringements have affected Barclays, whose branding was misappropriated in Facebook ads featuring Hamilton’s face. One such advert, now removed, included a graphic scene involving an AI-generated character playing "Barclays Slots." Barclays stated it does not endorse these materials and has taken measures to protect its intellectual property. Other fake casino adverts have exploited the identities of online banking provider Monzo, which has described the incidents as "AI-enabled scams," advising customers to remain vigilant.
Meta confirmed it had removed the adverts following media inquiries but maintains that advertisers are responsible for compliance with local regulations rather than the platform itself.
Tyson Fury addressed the misuse of his name in a separate video on Instagram, denying any involvement with gambling promotions and stating he has previously declined substantial offers from gambling firms. There is no evidence that the fraudulent casino bearing his name was advertised on Meta’s platforms.
An offshore cryptocurrency casino, Rainbet, licensed by the island of Anjouan in the Indian Ocean, used a Haaland lookalike dressed in a Norway jersey acting as a casino croupier in its adverts. While the site is inaccessible to UK users, it was nonetheless promoted through Meta channels.
Legitimate gambling companies such as Coral and Gala Bingo have also been impersonated by unlicensed operators. The Gambling Commission has raised concerns about Meta’s response to unlicensed casino advertisements and highlighted the regulatory challenges posed by a rise in rogue gambling operations.
The commission stressed that illegal gambling activity is a serious threat and condemned the use of trusted brands to funnel consumers toward unlicensed products as "particularly cynical." It plans to enhance enforcement against unlicensed websites targeting UK consumers, especially as new powers granted by the Crime and Policing Act 2026 come into effect later this year.
While the Gambling Commission cannot directly address misuse of intellectual property, it is collaborating with the ASA on the issue. Representatives for Haaland and Hamilton were contacted for comment but had not responded at the time of reporting.