CEGA accuses Everton and Leicester of not following gambling advertisement rules

IMAGO

The Coalition to End Gambling Ads (CEGA) has said that Premier League clubs Everton and Leicester are breaching the Gambling Commission’s gambling advertising regulations. 

The anti-gambling body has written to the clubs while also pushing the UK Gambling Commission (UKGC) to take action. 

To learn more, visit our responsible gambling in sports betting page which also offers resources and advice on where to seek help if needed. 

According to the letter, Stake.com and BC.game, who are front-of-shirt sponsors for Everton and Leicester respectively, are not licensed in the UK and the UKGC has previously said that clubs need to be proactive in ensuring that punters cannot easily gamble on partner websites. 

CEGA has provided video evidence showing them using a VPN to access Stake, although the betting firm has responded angrily, pointing out that CEGA illegally accessed the site, provided false information and had its account closed down within an hour. 

In February, the UKGC issued a statement, reminding clubs of their requirements when it comes to gambling advertising partners. The statement came as the group announced Stake would have its UK licence revoked for using an image of adult entertainer Bonnie Blue in its advertising campaigns. 

It said: “Club officers may be liable to prosecution” and that: “Clubs will be expected to carry out sufficient due diligence to assure the Commission that consumers cannot transact with the sites from Great Britain by any means.” 

Stake’s licence was revoked earlier this month and the firm claims it has stopped advertising to the UK market while also putting geo-restrictions in place. Everton has continued to display the firm’s branding. 

CEGA has disputed Stake’s claims that they prevent UK customers from using their site and accused Everton of failing in their due diligence. 

The group has provided video footage of them using a VPN to access the site, thereby avoiding geo-restrictions. They then registered an account, using an image of Blue from the company’s advertising, during the ID verification stage and deposited cryptocurrency, bought through an exchange advertised on the site. 

CEGA was then able to place unrestricted bets for about an hour before Stake’s system picked up on the ID verification and prevented the account from placing any more bets.

On the BC.game website, CEGA only had to use a VPN to bypass restrictions. The group did not need to verify ID. They could register, and deposit cryptocurrency, using just an email address. 

In a letter sent to both clubs, CEGA said: “I have accessed both unlicensed gambling websites using a VPN. I have no prior experience of having used a VPN before.” 

However, Stake has hit back at the group, saying: “The coalition’s actions were not just deceptive – they were outright fraudulent and illegal. They knowingly used a VPN to bypass geographical restrictions. 

“They intentionally falsified personal details, including name, address, and identity. They deliberately misled Stake by accepting T&Cs they were in clear violation of.” 

They concluded by saying: “The reality is simple: extreme, illegal steps were taken to create an account, only to have it shut down by Stake within the hour.”

Both Everton and Leicester have said they are confident that they comply with UK regulations. BC.game has not issued a statement regarding the action, yet.