Stake is set to depart the UK market following an advertising campaign with the controversial adult film star Bonnie Blue.

The marketing video prompted an investigation from the UK Gambling Commission, off the back of which TGP Europe Limited, which operators Stake as part of a white-label arrangement, confirmed it will be shuttering the site’s UK presence.

Stake’s branding will be familiar to those who regularly use X as it is often watermarked on viral videos and images in what Joe Streeter, Editor of iGaming Expert, described as a “guerilla marketing campaign” on the latest episode of iGaming Daily.

Stake has faced criticism for its marketing efforts, however, Callum Williams, Senior Journalist for Insider Sport, noted that the onus should be on social media platforms to clamp down on the practice.

He said: “I think the authority belongs on social media platforms like X to truly stamp it out. They do [have] community notes which say this [Stake advert] goes against our guidelines [but] that’s all they include. I think it’s more or less on the social media apps to stamp this out.”

Stake’s decision to exit the UK market also has wider implications for Premier League side Everton, as Stake serves as the team’s front-of-shirt sponsor. Following the investigation, the Merseyside club have been informed it must have the necessary geo-blocking systems in place so customers are unable to bypass laws.

Although Stake’s exit does throw into question its partnership with Everton and the Premier League’s wider association with gambling, Callum noted that it is unlikely the sector will end its pursuit of football sponsorships.

“It’s so valuable for global operators, even operators with no presence in the UK. It builds a level of trust and massive brand awareness because of the global eyes that are on the league,” he explained.

Exiting the UK will be a blow for Stake, however, the region has never been a key market for the brand. It has previously confirmed that it has made the strategic decision to focus its efforts primarily on Italy and Brazil, the latter of which has recently established its regulated online gaming market.

Both of these jurisdictions have restrictions around promoting gambling and Ted Orme-Claye, Editor of Insider Sport, suggested that Stake’s actions in the UK may put them under the microscope in these regions.

He said: “It’s probably safe to assume that a lot of these regulators may have seen what’s just happened in the UK and [said] let us keep a closer eye on what these guys are up to to make sure they’re definitely complying with our marketing rules.”