The UK operations of gambling giant Stake are set to shut down next month following an investigation by the Gambling Commission into controversial advertising practices involving adult content.
Stake, an online casino and sports betting platform known for sponsoring Everton Football Club, came under scrutiny after a widely shared social media video featured OnlyFans performer Bonnie Blue – real name Tia Billinger – alongside the company’s branding.
The 25-year-old adult actress, who previously claimed to have set a world record for sexual encounters, was featured in a video discussing an explicit event at Nottingham Trent University. The clip was later edited to include Stake’s logo and circulated on X by accounts that specialise in viral content. It remains unclear whether Ms Billinger was aware of or consented to the branding.
The Gambling Commission launched an inquiry into the matter after receiving complaints from the Coalition to End Gambling Ads, which accused Stake of “using sexualised content to target young people.” The Advertising Standards Authority (ASA) also confirmed it was monitoring the company’s marketing practices.
Stake operates in the UK through a white-label partnership with Isle of Man-based TGP Europe, which facilitates access to the British market for overseas firms. The Gambling Commission has now confirmed that TGP Europe will shut down Stake UK’s operations next month.
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