Hong Kong-born adult video actress Erena So Hoilam has become the center of controversy after being named an ambassador for an offshore gambling platform during the FIFA World Cup 2026, prompting a swift removal of her promotional content amid intensified law enforcement efforts against illegal betting in Hong Kong.
The promotional materials, which included videos and photos featuring So in glamorous settings alongside luxury cars, were uploaded to various social media platforms last Friday. These advertisements positioned her as one of the site’s ambassadors for the 2026-27 period. Following media scrutiny, the content was taken down from the gambling site, which is registered in Malaysia but considered illegal under Hong Kong law.
Solicitor Tso Hei-sing described the promotional work as operating in a “legal gray area,” noting that its legality depends on factors such as whether it explicitly introduces gambling products, specifies deposit methods, details types of gambling offered, and the location where the promotional video was produced. The site’s homepage featured a large banner of So alongside gambling options including online casinos, slot machines, and e-sports betting.
When approached for comment, So initially indicated plans to issue a statement but later declined to respond. This case arises amid a wider crackdown on illegal gambling activities in Hong Kong, particularly during major sporting events like the World Cup.
Hong Kong police have recently intensified cross-departmental operations targeting illegal bookmaking syndicates. Ahead of and during the current World Cup, officers have conducted raids across the city, deploying some 600 personnel. These operations have resulted in approximately 150 arrests and the dismantling of several illegal gambling networks. Similar enforcement actions during the previous World Cup led to the arrest of seven women — including influencers such as Chantale Belle — for promoting overseas gambling platforms on online platforms.
A police spokesperson confirmed that while some of these gambling sites claim overseas registration, any activity related to soliciting, receiving, or settling bets remains illegal in Hong Kong unless conducted through authorized channels. The only permitted forms of gambling include licensed horse racing and football betting, the Mark Six lottery, gaming within licensed venues such as mahjong parlors, and exempted social gambling.
Under existing laws, individuals who place bets with unlicensed bookmakers face penalties of up to nine months in prison and fines reaching HK$50,000. Illegal bookmakers can be imprisoned for up to seven years and fined as much as HK$5 million upon conviction.
Authorities have also committed to requesting social media platforms to remove advertisements promoting illegal gambling to curb the spread of such activity. The removal of So’s promotional content reflects these ongoing enforcement measures aimed at stemming illegal gambling during high-profile sporting events.