Gambling Giant Stake Forced to Exit UK Market Over Adult Content Controversy

In a significant development for the UK gambling sector, online casino and sports betting operator Stake has announced its imminent withdrawal from the British market following a controversial marketing campaign involving adult content creator Bonnie Blue.

The Gambling Commission’s investigation was triggered by a viral social media video featuring Tia Billinger, known professionally as Bonnie Blue, which was branded with the Stake logo. The 25-year-old OnlyFans personality had made sensationalised claims regarding activities during a university freshers’ week, leading to widespread circulation of the content across social platforms.

The regulatory scrutiny intensified when it emerged that Stake, Everton Football Club’s primary shirt sponsor, had been operating in the UK through a white label agreement with TGP Europe, an Isle of Man-based entity. The arrangement, common among overseas gambling operators seeking UK market access, will terminate next month.

The closure announcement follows formal complaints from the Coalition to End Gambling Ads to Culture Secretary Lisa Nandy, expressing concerns about the company’s marketing strategies targeting young audiences. The Advertising Standards Authority had previously flagged potential illegal advertising activities by the organisation.

Stake’s representatives have characterised the exit as a strategic pivot, indicating plans to pursue local licences through their in-house platform. This development coincides with the company’s recent expansion into regulated markets including Italy and Brazil.

The implications extend beyond Stake’s operations, with the Gambling Commission confirming communications with Everton and two other Premier League clubs sponsored by unlicensed gambling enterprises. The regulatory body aims to ensure UK consumers cannot access these platforms, reinforcing the illegal nature of unauthorised gambling advertising in Britain.