ASA Orders LeoVegas to Withdraw BetUK Ad Over Concerns of Child Appeal

The Advertising Standards Authority (ASA) has recently ordered LeoVegas to withdraw a radio advertisement for its BetUK sportsbook, deeming it "irresponsible" and potentially appealing to children. The controversial ad, featuring retired footballer Adebayo Akinfenwa as a brand ambassador for BetUK, aired in September 2023.

In the advertisement, Akinfenwa discussed various safer gambling tools available to BetUK players, such as deposit limits and scheduling reality checks, while also emphasizing the importance of gambling responsibly. Despite these efforts, the ASA received a single complaint questioning the ad's potential appeal to under-18s, prompting an investigation.

LeoVegas and BetUK, however, rejected the complaint, arguing that Akinfenwa's age (41) and his career in the lower leagues of football made him an unlikely figure of appeal to children. They pointed out that Akinfenwa's media profile, including his social media presence and lack of child-related products in his clothing range, did not suggest significant appeal to minors.

Radiocentre, the commercial body for UK radio stations, supported BetUK's stance, noting that the ad aired during a radio show likely to attract an adult audience. Despite these defenses, the ASA upheld the complaint, citing the BCAP Code's stipulation that gambling advertisements must not strongly appeal to children or young persons.

The ASA acknowledged Akinfenwa's status as a lower league player, considered "low risk" according to BCAP guidance, but raised concerns about his broader media profile. They highlighted his reputation for physical strength, which earned him recognition in popular video games like FIFA, commonly played by children.

The ASA also scrutinized Akinfenwa's social media following, noting that at least 157,000 of his Instagram and Snapchat followers were under 18. This figure raised concerns as it exceeded the threshold for "strong appeal" according to BCAP guidance.

Consequently, the ASA ruled the advert in breach of BCAP Code rules 17.4 and 17.4.5, pertaining to gambling advertising. They ordered LeoVegas Gaming and BetUK to refrain from featuring individuals or characters with strong appeal to under-18s in future advertisements. The ASA's decision underscores the regulatory scrutiny faced by gambling companies in their advertising practices, particularly concerning the protection of minors from exposure to gambling content.

By fLEXI tEAM