Stake under investigation by the ASA over social media posts that uses superimposed images of the gambling company.
Stake, the gambling company who also happen to be Everton’s shirt sponsor are under investigation by the Advertising Standards Authority.
It is investigating the trend of social media posts which superimpose the logo of the gambling company Stake on to viral images, many of which feature disturbing content.
The Australian bookmaker Stake, who has sponsored Everton’s front-of-shirt since the 2022–2023 campaign, has come under fire for allegedly collaborating with accounts on X to promote its brand through unauthorised advertising efforts that seem to violate gambling regulations. Even though most posts come from outside the UK, anyone can see them without restriction. With “particular regard” to the need to safeguard children, the ASA is in charge of making sure gambling advertisements are socially responsible.
The ASA promised to investigate the posters after receiving complaints about them, and a representative told the Guardian that the agency was evaluating the posts to determine “whether there are grounds for further action.” The organisation stated that it was debating “jurisdiction” concerns over the posts and whether or not the Gambling Commission, which is in charge of enforcing any violations of the gambling advertising law, should be notified of complaints.
The Gambling Commission has granted Stake a “white label” licence, enabling them to conduct business in the United Kingdom. Businesses are required by the licence to abide with the UK advertising code. Making sure advertisements aren’t “of strong appeal to children or young persons, especially by reflecting or being associated with youth culture” is one of the code’s main goals with regard to gaming.
Uncertainty surrounds the trend’s scope and Stake’s role in it. Elon Musk, the owner of X, threatened last month to “annihilate” accounts found to be involved in “platform manipulation by buying large follower accounts and then using them to push paid narratives.” Some accounts have claimed to have made thousands of dollars from the activity. Influencers with hundreds of thousands of followers continue to post the Stake logo, despite the fact that some of the most well-known Stake-posting accounts were suspended and are no longer active on the network.
Stake has not responded to the Guardian’s request for comment on this piece and doesn’t seem to have made any public remarks regarding a policy that has sparked heated internet discussion. Although some influencer postings imply that people are contacted via direct messages and offered specific compensation for each post that includes the logo, it is unclear how the advertisements are put.