A dominatrix who runs a dungeon from the basement of a Northfleet home has appeared on prime-time television advertising campaign.

Joy Betts, better known to her customers as Mistress Demonic, was seen by millions of soap opera fans when she appeared in advertisements during Emmerdale.

The 53-year-old was one of the faces of online bingo site, tombola.co.uk, which sponsors the ITV soap and has advert 'bumpers' throughout the show.

She has appeared on Channel 4 News and several talk shows to discuss her profession and says she is not fazed by the attention her latest TV showing could attract.

"Most of my friends and family are well aware of what I do, so I don't think they'll have been too shocked to see me."

Dawn Clayton, marketing manager for tombola.co.uk, said Mistress Demonic is the only professional dominatrix signed up to the site. He added: "She's hugely popular in the chat rooms online and she was a larger-than-life character on set of the shoot.

"She really lit up the place with her enthusiasm, so we're thrilled to feature her."