Everton shirt sponsor Stake under investigation over social media posts
Everton shirt sponsor Stake under investigation over social media posts
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The Advertising Standards Authority 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. Stake, the Australian bookmaker which has been Everton’s front-of-shirt sponsor since the 2022-23 season, has been accused of working with accounts on X to promote its brand via unofficial advertising campaigns which appear to contravene gambling rules. Although the majority of posts originate outside the UK they can be freely viewed in the country. The ASA is responsible for ensuring gambling adverts are socially responsible, with “particular regard” to the need to protect children.
After complaints about the posts the ASA has committed to looking into them and a spokesperson told the Guardian it was assessing the posts to see “whether there are grounds for further action”. The organisation said it was considering issues of “jurisdiction” around the posts and whether complaints should be referred to the Gambling Commission, which is tasked with enforcing any breaches of the advertising code around gambling.
Stake holds a “white label” licence from the Gambling Commission which allows it to operate in the UK. The licence obliges companies to comply with the UK advertising code. In relation to gambling, one of the code’s key aims is to ensure adverts are not “of strong appeal to children or young persons, especially by reflecting or being associated with youth culture”.
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