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Thanks so much for your response. Glad to hear that there was a fairly good ending to this, and thanks for following up!

Here are two posts about white hat link building for a casino https://moz.com/blog/case-study-whitehat-link-building-in-the-gambling-industry and https://moz.com/ugc/case-study-using-industry-authorities-for-link-building

I don't know how the East got in there. One thing to try is to look at the footer on the Bing result, and click Feedback. You can give negative feedback or comments about the result, and request that they contact you for followup. That may help, and I'd be interested to hear if they did get back to you and what they said.