Sweepstakes and free-play casino advertising is built to look like a game rather than gambling. It is age-restricted content that reached a school network, and it carries no signature a category filter can match - so it arrives looking like the rest of the website page.

Scams advertising is written to reach older adults and placed on publications they already trust. It carries no signature a category filter can match, so it arrives looking like the rest of the website page.

These are the next generation of tech support scams. Rather than warning that a computer is infected, they claim an order has been shipped or a payment has gone through - manufacturing urgency that pushes the reader to call the number on the screen. The page carries no signature a category filter can match, so it arrives looking like the rest of the website.