PepperMill Casino, a well-known player in the Belgian casino world, has been targeted by online scammers. Through social media such as Facebook and Instagram, illegal parties try to lure players to banned gambling websites.
In doing so, they misuse PepperMill’s recognisable name and imagery, which makes the fraud seem particularly credible.
Photos and apps as bait
The fraudsters use photos of a Dutch branch of PepperMill Casino, which makes their messages look authentic. The accompanying ads refer to an app supposedly connected to the casino. Those who install the app are redirected to gambling sites that are not legal in Belgium and the Netherlands.
These practices fall under organised online scams and are aimed at circumventing the rules governing gambling in Belgium. The methods used are often professionally set up, with visually strong advertisements and reliable design.
Brand and industry implications
The unauthorised use of PepperMill Casino’s brand name and imagery not only causes confusion among the public, but also damages the company’s reputation. Strict rules on gambling, imposed by the Gaming Commission, apply in Belgium but also in the Netherlands. Companies like PepperMill have to meet high requirements to keep their licence.
When illegal providers pose as recognised brands, it undermines confidence in the legal sector and exposes players to risk. This is because illegal sites lack any form of supervision, responsible gaming or customer protection.
In an earlier incident, the casino was also targeted by fraudulent advertisements, which shows that this is not an isolated case.
Measures and reports
PepperMill Casino has since reported the fraudulent practices. In practice, casinos are working with authorities and platforms to remove the misleading ads and apps. Although it seems parties like Facebook and Instagram don’t really have a grip on it. As one fake account disappears, others spring up.
It also calls for more vigilance from users: suspicious apps, links or ads can be reported to the Gambling Commission or the relevant casino itself.
What can you do as a user?
Users are advised to:
- Apps can only be downloaded from official appstores
- Be alert to suspicious ads or posts on social media
- Check whether the website or app is linked to an authorised provider with a Belgian licence
- Not to enter personal details on unknown or unreliable links
This case once again demonstrates the importance of clear regulation and recognising misleading content online.
For players, it remains crucial to only play at authorised providers supervised by the Belgian Gaming Commission or, in the Netherlands, the Kansspelautoriteit.