Virgin Media O2 is urging its British audiences to be vigilant of ‘scam messages’ promoting offers and prizes related to gambling and other business sectors.

The UK’s second-largest telecoms provider, with over 47 million connections across mobile, broadband, TV and fixed line, has raised concern about criminal gangs using gambling-linked messages to target consumers with fraudulent offers.

Analysis by Virgin Media O2 shows that the most common scam texts currently blocked or reported involve gambling or fake prize promotions: 

As cited:  “The most commonly reported messages right now are gambling or fake prize scams in which fraudsters offer free ‘credit’ on gambling sites, ‘prizes’ or ‘rewards’ with a link to an unsafe website. The criminals encourage people to hand over personal details including bank information to claim their prize.”

Scams on the rise…

While gambling prize messages dominate, Virgin Media O2 has also identified several other fast-rising scam tactics:

• Hi Mum / Hi Dad scams, where criminals impersonate children in distress and ask parents for urgent money transfers. 
• Fake parking fines, threatening licence loss unless immediate payments are made online.
• Recruitment scams, advertising lucrative but fake jobs to extract fees or personal data.
• Car finance compensation scams, convincing victims they are owed refunds in exchange for sensitive details.

British audiences are urged to forward suspicious texts to 7726 (spelling “SPAM” on a phone keypad) or use the “report junk” feature on newer iPhones. Virgin Media O2 stresses that reporting helps its systems learn faster, blocking more messages before they reach customers.

A record year of scam texts

So far in 2025, Virgin Media O2 has blocked more than 600 million scam messages from reaching its customers’ phones — more than double the combined total of 2023 and 2024. The company uses machine learning systems to identify spam patterns and adapts quickly as new tactics emerge.

Murray Mackenzie, Director of Fraud Prevention at Virgin Media O2, said:  “Scammers aren’t sticking to old tricks; they’re evolving fast, tapping into trending news and targeting vulnerable people with fake prizes, job offers and financial compensation schemes. At Virgin Media O2 we’ve blocked more than 600 million scam texts already this year. By sounding the alarm, we’re helping spread the word and helping Brits swerve the scammers.”

He added: “With fraud continuing to increase, we’re reminding people to remain vigilant; always be cautious when receiving a call or text out of the blue, don’t share personal details, and report suspicious messages for free to 7726.”

Reformists want a tightening of clauses  

2025 saw DCMS and the UK Gambling Commission (UKGC) impose new rules on direct marketing by operators.  As of 1 May 2025, online gambling licences must ensure customers can opt-in by product type and preferred communication channel before receiving promotional offers.

The new rules aim to empower players with more control over the marketing they receive — and prevent them from being bombarded with unwanted offers.

Despite the changes, gambling reformists argue the measures do not go far enough. Campaigners have urged DCMS to revise the Gambling Review’s White Paper to include stronger protections on opt-in clauses and clearer rules on how licence-holders can engage with audiences.

 The matter has been formally raised with the Information Commissioner’s Office (ICO) and the Advertising Standards Authority (ASA), calling for stricter oversight of data protection and valid consent to be applied in all gambling marketing.

UKGC’s pledge

Yesterday, Tim Miller, Executive Director of Policy at the Gambling Commission, addressed the forum of Peers for Gambling Reform (PGR). In his speech, Miller stressed that further reforms lie beyond the recommendations of the White Paper, which should not be viewed as an end point for gambling regulation in the UK.

The Commission, he noted, is governing an evolving gambling landscape, with priorities centred on licence accountability and consumer protection against the black market. Miller underlined that the UKGC welcomes dialogue, feedback and scrutiny to safeguard gambling consumers well beyond the implementation of the White Paper’s measures.