As online casino advertising becomes a staple of daily browsing, Canadians are increasingly exposed to fraudulent ads designed to deceive and steal personal information. These ads often impersonate reputable casinos, leading unsuspecting individuals to fake websites and putting them at risk of identity theft or financial loss. This issue, which has recently garnered attention from law enforcement, regulators, and gambling companies, is not confined to CanadaĀ alone; itās a growing global concern.
Fraudulent online casino ads use the names and branding of legitimate gaming entities to mislead users into clicking on malicious links, which ultimately direct them to rogue websites. These deceptive ads have prompted multiple warnings from regulators, crown corporations, and even the casinos whose identities are being hijacked. But, according to many experts, the issue is not just one of fraud, but one of consumer confusion and regulatory oversight.
Fraudulent Advertising Hits Canadian Casinos
Instances of fraudulent casino ads continue to spread across social media, with well-known brands being falsely associated with unlicensed online casinos. For example, in Ontario, the trusted Casino Ramaās name and branding were used to promote a gambling site that was based in CuraƧao, outside of any Canadian regulatory framework. Similarly, the British Columbia Lottery Corporation (BCLC)Ā issued a public warning about scams using its logo to falsely promise exclusive bonuses to users who clicked on the advertisements.
As Paul Burns, the CEO of the Canadian Gaming Association (CGA), stated last year, nearly every casino brand in Canada has had its name misused in fraudulent campaigns. The frequency and sophistication of these scams have only increased, further complicating the issue for regulators, operators, and the public alike.
Great Canadian Entertainment, which operates a large network of retail casinos across Canada, has been a frequent target. The company has even resorted to publishing a list of known fraudulent ad attempts on its website to warn customers.
The Role of Consumer Confusion and Industry Response
The crux of the problem, according to Chuck Keeling, the companyās EVP of External Relations, is the publicās lack of awareness of legitimate gaming platforms. āIt takes advantage of the confusion in the marketplace as to whatās a legitimate site and what isnāt,ā he said. This confusion has been exacerbated by ads that, for instance, falsely used “Woodbine Casino” branding, despite the fact that the venue was rebranded to Great Canadian Casino Resort Toronto in 2023.
One significant challenge for the industry is that consumers who are not well-versed in the gambling sector may not know where to turn for guidance. Ontario’s iGaming regulationsĀ require all commercial casinos to display the iGaming Ontario logoĀ in their advertising, but not everyone is aware of this. Keeling notes that operators like Great Canadian do not ask for personal or financial information via direct messages, yet many fraudulent sites rely on such tactics to steal sensitive data from unsuspecting users.
The Reputational Damage of Fraudulent Ads
The consequences of these fraudulent ads go beyond consumer protection. They also threaten the reputations of legitimate operatorsĀ whose names are co-opted by scammers. āIt really does have an impact on the reputation of the industry,ā Keeling acknowledged, stressing that the greatest victims are the consumers who fall for these scams.
Operators have reported receiving numerous complaints from individuals whoāve lost money to these fraudulent casinos. Unfortunately, as Keeling points out, there is little that operators can do once the scam has been perpetrated. āWe get emails from people complaining that they have lost money on these sites, and thereās nothing we can do,ā he said.
Whatās Being Done to Combat Fraudulent Casino Ads?
To combat this growing issue, operators are working closely with law enforcement, taking both reactive and proactive measures to identify and shut down fraudulent websites. One proactive step taken by Great Canadian Entertainment involves conducting regular media scans to track suspicious ads. Local authorities, like those in British Columbia, are also investigating social media scams using casino branding, with the aim of identifying and prosecuting those responsible.
However, as Keeling points out, without increased involvement from tech companies such as Meta and Google, fraudulent ads will continue to spread across platforms. While Meta has introduced more stringent requirements for gambling advertisers, the industry remains concerned that these efforts may not be enough to fully tackle the problem.
What More Needs to Be Done?
The need for tighter controls on advertising platforms, especially in light of the continued proliferation of fraudulent ads, is clear. As Keeling aptly puts it, the online casino industry finds itself fighting a never-ending battle against those seeking to exploit consumers. Only through better regulation, more informed consumers, and stricter oversight from tech companies will this issue be properly addressed.
Source:
āOnline casino ads: Be careful what you click onā, canadiangamingbusiness.com , July 21, 2025.
