Illegal advertising? Stake in the ASA’s sights
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24 Jan 2025 •
Reading time: 3 minutes Stake, an Australian bookmaker and owner of the KICK streaming platform, is at the heart of a controversy surrounding its advertising practices. The Advertising Standards Authority (ASA), the UK’s advertising regulator, has opened an investigation into viral posts related to Stake, published on the social network X (formerly Twitter).
These posts, often superimposed with the Stake logo, are found on a variety of content, ranging from violent videos to humorous memes, including images likely to attract young users. These practices raise questions about their compliance with British rules governing advertising for gambling.
Unorthodox advertising strategy
Their strategy relies on collaborating with influential accounts on X, which incorporate the brand’s logo into highly viral posts.
The ASA has received complaints about the content and is investigating whether it breaches the country’s advertising rules.
“We are assessing these posts to decide whether further action is warranted,” an ASA spokesperson said.
The main charge is that it appeals to young people. The UK advertising code requires that gambling ads not be highly appealing to children or young people. However, several posts featuring the Stake logo have been made in formats or on themes that are close to youth culture.
Jurisdiction and liability issues
Although these posts are mostly from accounts located outside the UK, they are still accessible to a British audience. This complicates the issue of legal liability. The ASA may refer some complaints to the UK Gambling Commission, which oversees the enforcement of gambling regulations.
Stake, which holds a UK license through a white label model, is required to comply with the local advertising code. However, the brand’s direct involvement in these campaigns remains unclear. Rumours have it that influencers have received individual payments to post content featuring the Stake logo.
Influential figures and questionable practices
Canadian rapper Drake, who is sponsored by Stake, has played a key role in popularising this trend. He regularly shares images of his bets on sporting events, always accompanied by the Stake logo. This practice seems to have inspired other users to adopt similar strategies to make money.
Some posts, however, cross the ethical line by associating the logo with inappropriate or disturbing content.
Elon Musk, owner of X, has denounced the manipulation of the platform by accounts purchased and used to spread paid narratives, promising their destruction. Although several such accounts have been suspended, the trend has persisted for several months.
Asked by The Guardian, Stake did not wish to comment on this case, leaving doubts about its direct involvement. This lack of reaction fuels criticism and raises questions about the transparency of the company.
Is Stake.com a legal casino in Belgium?
You may be wondering if Stake is a legal casino in Belgium. The answer is no, they are not recognized as a legal gambling operator in Belgium.
Although operating in several jurisdictions via a gaming license issued in Curaçao and accessible from Belgium, Stake.com is not among the sites approved by the Belgian Gaming Commission. Belgian players are therefore encouraged to avoid this online casino and to consult the official list of legal operators to avoid any risk.