Deepfake deception hits gambling apps as UKGC targets false fronts
Illegal gambling apps are using AI and fake identities to scam players, warns Gambling Commission boss Andrew Rhodes, as tech firms scramble to shut them down. According to Gambling Commission Chief Executive Andrew Rhodes, a surge in deepfake videos, fake apps, and fraudulent online storefronts threatens to undermine player safety in the UK.
Speaking in response to a Sky News investigation, Rhodes confirmed the regulator has worked closely with Apple to swiftly remove apps from its store after uncovering a network of illegal operators using fabricated identities and spoofed brands to target players.
“We have seen an increasing pattern of ‘false shop fronts’,” said Rhodes. “Illegal operators are using domain names from charities, falsely claiming to be at a location on Google Maps, or using fake apps and associations.”
The Sky News report revealed how AI-generated deepfakes of journalists were being used in video adverts to endorse fake gambling apps. Once downloaded, these apps would route unsuspecting users through a slick-looking interface to unlicensed offshore casinos. Some posed as fitness or finance apps, only revealing their true nature once installed.
The Gambling Commission said they took down these apps quickly once reported but warned that the threat is far from over. “It shows how the nature of the threat keeps evolving,” Rhodes posted on LinkedIn, calling for broader collaboration between tech platforms and regulators.
From charities to celebrities
The schemes have become more sophisticated in recent months. Some operators have used names similar to real mental health or children’s charities to make their apps appear trustworthy. Others have falsely geotagged locations on Google Maps or claimed affiliation with known UK media outlets and high street businesses.
Sky News journalist Tom Cheshire was one of those deepfaked in a video ad without his knowledge, urging viewers to try what appeared to be a legitimate app. Instead, it redirected users to an unlicensed casino site operating out of the Caribbean.
The case raises serious questions about how gambling content is policed online, especially when disguised as harmless content on app stores or through platforms like TikTok and Instagram.
Commission calling for tighter controls
The Gambling Commission has said it is increasing its monitoring of illegal marketing tactics and calling on both Apple and Google to enhance their screening processes.
While both tech giants have frameworks to detect scam apps, generative AI and forged credentials have made some appear legitimate long enough to pass reviews. In some cases, the apps have used cloned certificates or stolen developer credentials to avoid scrutiny.
Meanwhile, Rhodes said the Commission’s focus is on tackling these threats through enforcement and tech partnerships. He called the rapid takedown by Apple “a positive step” but said it’s vital to look at longer-term solutions to prevent such apps from reaching users in the first place.
Industry impact and risk
For licensed operators, the rise of these apps represents a reputational risk and a competitive distortion. Illegal operators do not comply with safer gambling rules, tax laws or advertising restrictions, giving them an unfair advantage excessively regulated UK brands. This growing trend of deception doesn’t stop at fake identities. It extends to counterfeit games too, with unlicensed sites offering rigged versions of popular slots that reduce the chance of winning to virtually zero.
The Commission warns that players risk losing legal protection if a site withholds winnings or misuses their data.
“This is about consumer protection,” said Rhodes. “Players need to know what they’re engaging with is safe, licensed and accountable.”
The use of deepfakes in gambling promotion is likely to become a larger issue as generative AI tools grow in accessibility and power. The Commission says it will continue to work with media outlets, tech platforms, and law enforcement agencies to expose illegal schemes and prevent further misuse.
