Like he would do that he may 'love' her but Jess is his ladyluck he knows if he tells zoe then he loses his GF however if he loses Jess he loses his Lady Luck which means he wont get his money.....
He should know by now he's in a soap and that the truth will come out one way or another. He'd lose her either way, I think. But pretending that everything is OK will make things worse.
he should confess to zoe,as everybody should be honest,but it just doesn't work like that most of the time...and i think if most people were in his situation they probably wouldn't confess and would try and brush it under the carpet also,as it'd cause a whole lot of trouble!