Tesco is using tarot cards in its advertising – cause for concern or an opportunity for the gospel?

Tesco has noticed that tarot is a popular aesthetic trend right now and has used it in its marketing videos for its clothing brand, F&F, across its multiple retail channels. Creative agency BBH developed the ad concept, and the main film campaign was directed by Olivia De Camps. It’s actually pretty clever, especially as the weather gets colder and the Halloween season approaches, and people look to revamp their autumn wardrobes.

The TV ad campaign features a woman in F&F outfits navigating unpredictable autumnal weather, as if she were pulling tarot cards. Tesco posted social media reels, including a two-part introduction to tarot and reels featuring mini-readings, on the F&F Clothing Instagram account.

READ MORE: TikTok’s biggest tarot reader just deleted everything – here’s why

The tarot reader in the F&F Clothing reel isn’t just an actress playing a role, but a real-life mystic content creator and professional tarot reader

Now, these videos are primarily about making money: the heart of all marketing. But it’s poignant to note that the tarot reader in the F&F Clothing reel isn’t just an actress playing a role, but a real-life mystic content creator and professional tarot reader: @‌tarotwithhollyx.

Where I live in Türkiye, tarot is also popular, and it works. But as believers, we know that if tarot readers aren’t connecting to Jesus - Father of Lights and the one true God, the only other option is that these powers are coming from the prince of darkness: Satan.

I have told my non-Christian friends to stay away from a reader who came to the café where we often hang out, and I’m thankful they listened.

I don’t think we need to be scared of Tesco after these videos, but if I lived in the UK, it would put me off buying clothes from F&F. I like being a bit of an activist with things like this. I don’t want to give my money to a business that encourages or normalises people playing with tarot.

READ MORE: ‘Tarot cards are a definite no for Christians, and this is why’

It definitely crosses biblical boundaries for me. Scripture prohibits practices like sorcery and divination. Deuteronomy 18:10–12 (NIV) warns against anyone who “practices divination or sorcery, interprets omens, engages in witchcraft”, describing such practices as detestable to the Lord.

As Christians, we know cards, symbols or fate don’t determine our lives, and we can rest in the knowledge that our lives are securely in God’s hands.

We should, however, be concerned that Tesco is using tarot in its marketing because it normalises the practice and can make it appealing to young people. They can watch these reels and easily buy a tarot set from Amazon or even from The Works, where I spotted them last summer. (Of course, Tesco is also selling a deck.) Playing with these cards, no matter how fun or commercialised it seems, can absolutely open the door to harmful demonic influences.

READ MORE: From witchcraft to new life in Jesus

Living in the UK, I think we can forget that the demonic realm is real.

Living in the UK, I think we can forget that the demonic realm is real. But here in Türkiye, it’s much more commonly accepted. Just a few weeks ago, I supported a friend through deliverance prayer ministry because she had witchcraft in her family line from before she came to faith.

I love what @‌katherinexbrown said about the whole thing over on her Instagram. The rise in popularity of tarot and other spiritual practices shows us that people are searching for something more. I think we can all think of a few friends who are spiritually hungry. And it can be so easy to think, ‘Oh, they have said they’re not interested in religion; they’re just spiritual, so they’re not open to the gospel.’

But our responsibility isn’t to convince them of the gospel or to save them; that’s God’s role. Our job is to share the good news of the gospel with those around us, even those we think would never be interested. Maybe our friends are curious about tarot readings, have never heard the full gospel, and no one else has ever told them that Christianity isn’t a set of rules but the one true path to the Father. There is a huge opportunity for us to share the gospel in this tide of spirituality, but will we be brave enough to proclaim it? Most of my friends are either secular Muslims or multi-faith spiritualists. I have one friend who meets with Jesus in her meditations. She says no other spiritual guide or angel compares to the peace she has with Jesus, and he has answered her prayers straight away. She says, ‘Jesus is the most powerful force I have ever met. Nothing compares to him. When I’m in his presence, I start crying.’

So I had to break it down for her and bring her a challenge. I told her Christ died to give her life. That he is the ONLY way, the truth and the life, and that no one comes to the Father but through him (John 14:6). I said to her, ‘I know you believe all paths lead to God, but the Bible says, “Narrow is the path and few find it.” I love you, and I want you to find the path!’

Her response? ‘Awwwwww thank you so much, hun.’ (Yes, it was a bit awkward for a while afterwards, lol, but that’s OK.) I was faithful to sow the seed of the gospel in her life, and now I must pray for the Holy Spirit to water it. Tarot is a spiritual counterfeit of God’s powerful, saving grace through Jesus Christ. So let’s harness this opportunity to share this good news with people who are spiritually starving. Talk to your friends about this Tesco ad. Ask your teenage daughter’s friends if they’ve seen it. And if they’ve bought tarot cards, tell them they don’t need to rely on pieces of paper for their destiny when the God who made them has good plans for their lives.

Next time you’re in Tesco, ask a staff member what they think of the ad, and offer to pray for them. And let’s also pray that Holly the tarot reader, encounters the real power available through knowing Jesus.