Hong Kong authorities are stepping up efforts to curb illegal gambling promotion during the FIFA World Cup 2026, as reported by local media, amid heightened concerns over offshore betting platforms targeting local residents.
The latest case involved Hong Kong-born adult film actress Erena So Hoi-lam, who was recently introduced as an ambassador for an offshore gambling website. Promotional videos and images featuring So appeared across social media and the operator's website, where she was shown alongside luxury vehicles promoting the platform's services. Following media attention, the promotional materials were removed from the website.
According to reports, the betting platform is legally registered in Malaysia but is not authorized to offer gambling services in Hong Kong. The website reportedly featured a range of betting products, including sports wagering, online casinos, slot games and esports.
Legal experts noted that promotional activities involving offshore gambling operators may fall into a legal gray area depending on factors such as the content of the advertisements, whether they actively encourage betting, explain deposit methods or gambling products and where the promotional material was produced.
Hong Kong police reiterated that, regardless of overseas registration, gambling activities involving unauthorized bookmakers remain illegal under local law. This includes soliciting bets, accepting wagers, and settling gambling transactions outside the city's licensed framework.
With betting activity traditionally increasing during major international sporting events, police have launched extensive enforcement operations throughout the World Cup period. Authorities recently deployed approximately 600 officers in coordinated raids that resulted in around 150 arrests and the dismantling of multiple illegal gambling syndicates.
Police also confirmed they will continue working with social media companies to remove illegal gambling advertisements as part of broader efforts to disrupt the online promotion of unauthorized betting services.
Only betting through authorized channels, including licensed horse racing, football betting, the Mark Six lottery, licensed mahjong parlors and certain exempted social gambling activities, is legal under Hong Kong law
