PepperMill Casino targeted by fraudulent adverts

While Meta has just announced a tightening of its advertising policy against illegal gambling, fraudulent sponsored adverts have emerged on Facebook, exploiting PepperMill Casino’s image without authorisation.

On the evening of 10 July 2025, several Facebook users reported the appearance of sponsored ads promoting so-called “official” PepperMill Casino online casinos, using photos of its gaming rooms in Maasmechelen and Hoevenzavel. These ads, which promise ‘250 free spins for all new players’, redirect Internet users to illegal platforms operating outside the Belgian regulatory framework.

PepperMill Casino‘s official logo and graphics were used to promote a fake mobile application. A clear case of identity theft, which spread unfiltered via Meta’s advertising manager.

A well-honed strategy by fraudsters

Unfortunately, this incident is not an isolated one. Other Belgian casinos regularly fall victim to this type of advertising scam. Exploiting the reputation of legitimate brands to lure players to illicit platforms has become commonplace. 

Web scammers know perfectly well how to get round advertising rules. By using existing visuals of real casinos, they create an illusion of legitimacy. Keywords such as “officieel online”, tempting bonuses and local anchoring (via the names of towns such as Maasmechelen or Hoevenzavel) aim to create an immediate climate of trust.

As a reminder, licensed operators in Belgium have to comply with strict rules on commercial communication, not the right to offer bonuses. These rules are circumvented in just a few clicks by illegal advertisers. For legal casinos, this is a real problem:

“This goes beyond visual counterfeiting. These ads mislead players who trust a well-known, legal name. They then end up in an illegal casino where it has no protection. It’s a huge risk for players, but it’s also a direct attack on the reputation of regulated casinos.”

As well as misleading users, these practices expose players to unsecured environments with no guarantee of payment and no protection.

A complaint is being prepared

The operator insists that it has never launched a mobile application. It points out that its online services are provided exclusively via the authorised and regulated www.peppermillcasino.be platform. 

“Our site has been designed mobile-first, which means that you have a perfect gaming experience on both mobile and PC. This allows players to access our site without having to install a mobile application.”

According to our information, PepperMill Casino’s management took immediate action to have the content removed and is considering filing a lawsuit for digital identity theft and damage to its brand image. 

Meta’s new rules already circumvented?

A few days ago, Meta, the parent company of Facebook and Instagram, announced a tightening of its rules on gambling advertising. The new policy is explicitly aimed at banning advertising linked to illegal operators, and now requires strict manual validation of gambling-related content, particularly in sensitive jurisdictions such as Belgium.

The appearance of these fraudulent adverts directly contradicts this stated policy, and this new episode is likely to put renewed pressure on Meta, which is accused of not sufficiently monitoring the distribution of sensitive content, particularly when it comes to gambling. Legal players in the sector, such as PepperMill Casino, find themselves hostage to a permissive system in which it is easier to launch fraudulent advertising than to have it withdrawn.

What can you do to protect yourself?

As a player, you need to be extra vigilant when you see gambling adverts. Before clicking on an ad promising bonuses, remember that bonuses such as welcome bonuses or deposit bonuses are prohibited in Belgium. You can also follow these few recommendations:

• Check the destination URL. Legal casinos in Belgium all have a URL ending in .be. If the destination URL ends with another extension, it is an illegal casino in Belgium.
• Check the account associated with the advertising. Legal casinos never use third parties for their advertising, as this is totally forbidden by law.
• If in doubt, check the official list of licensed operators on the GC website. The website of each legal operator is listed there.
• Never download a gambling application from an advertisement. Always go through the casino’s official website to be sure you are downloading the real application.