Tesco alerts police after scam ads misuse its brand on social media

What triggered Tesco's police report

In early September Tesco informed the City of London police that a series of advertisements appeared on Facebook and Instagram claiming to be official promotions from the supermarket. The posts displayed the Tesco logo, colour scheme and language that closely resembled genuine marketing material. When shoppers clicked the ads they were redirected to gambling sites that are not licensed to operate in the United Kingdom.

How the scam operates on social platforms

Unlicensed operators create fake pages that mimic well known brands. They purchase paid placements on social networks, often using the platform's targeting tools to reach large audiences. The visual design copies the brand's typography and colour palette, making the deception hard to spot at a glance.

Once a user engages with the post, a link leads to a landing page that offers a sign‑up bonus for casino games. The page asks for personal details and payment information, then either denies the promised bonus or disappears entirely. Because the ad appears to come from a trusted retailer, victims are more likely to trust the offer.

Brands already targeted by similar scams

Tesco is not the first high profile name to fall victim. Recent investigations have shown that Barclays, several major sports clubs and athletes such as Jude Bellingham and Erling Haaland have had their images hijacked in comparable campaigns. The pattern suggests a coordinated effort by illegal gambling operators to exploit brand equity for rapid traffic acquisition.

Notable examples

• Barclays bank faced fake credit card offers that redirected users to offshore gambling sites.
• Premier League footballers were shown in posts that promised free bets tied to their personal brand.
• Luxury fashion houses reported counterfeit sales promotions that led to illegal betting platforms.

Legal response and police involvement

The City of London police opened an investigation under the Computer Misuse Act and the Gambling Act 2005. Detectives are working with the social media platforms to trace the origin of the paid ads and to identify the operators behind them. In a statement, the force highlighted the growing risk of brand impersonation in the digital advertising ecosystem.

Police have also issued guidance to retailers on how to report similar incidents. The advice stresses the importance of preserving screenshots, URLs and any communication received from the fraudulent accounts.

Impact on consumers

Victims of the scam may suffer financial loss, identity theft and emotional distress. Because the ads appear on trusted platforms, users may not suspect fraud until after personal data has been submitted. The UK Gambling Commission warns that illegal operators often lack the consumer protections required of licensed businesses, leaving players with little recourse.

Key risks for shoppers

1. Unauthorised use of personal and payment information.
2. Exposure to gambling addiction without regulatory safeguards.
3. Potential for further phishing attacks using the same data.

Steps retailers can take to protect their brand

Companies are advised to monitor social media channels for unauthorised use of their trademarks. Automated tools can flag posts that contain brand assets and trigger a takedown request. In addition, retailers should maintain a clear policy on how they communicate promotions, so customers can verify authenticity.

Engagement with platform security teams is essential. Both Facebook and Instagram provide mechanisms for reporting intellectual property infringement. Prompt reporting can reduce the lifespan of fraudulent ads and limit exposure.

What regulators say about the growing threat

The UK Gambling Commission has highlighted the rise of illegal online gambling as a priority area. Their recent briefing notes that brand impersonation is a common tactic used to bypass advertising restrictions and attract new players.

According to a government guidance on illegal gambling, individuals who fall victim to such scams should report the incident to Action Fraud and to the police. The guidance also advises retailers to cooperate with investigations by providing evidence of the fraudulent content.

Social media companies have pledged to improve detection of brand infringement. In a blog post, Facebook Business Help outlined new machine learning tools that scan for trademark violations before ads go live. While the technology is still evolving, the collaboration between platforms and rights holders is seen as a critical line of defence.

Advice for shoppers who encounter suspicious ads

If you see an advertisement that claims to be from Tesco, Barclays or any other well known brand, verify the source before clicking. Visit the official website directly by typing the URL into your browser, rather than following a link in a post. Look for signs such as misspelled words, unusual offers or requests for personal data.

Report the ad to the platform using the built‑in reporting tools. You can also forward the screenshot to the retailer's fraud team; most large companies provide a dedicated email address for brand abuse.

Finally, consider enrolling in a credit monitoring service if you suspect that your financial information has been compromised. Early detection can limit the damage caused by identity theft.

The Tesco incident underscores how quickly brand reputation can be leveraged by illicit actors in the digital age. Vigilance from both companies and consumers, combined with stronger enforcement from law enforcement and platform providers, is essential to curb the spread of these deceptive campaigns.