UK Bans Lewis Hamilton and Chelsea FC Gambling Ads for Targeting Children
The Advertising Standards Authority (ASA) has banned gambling advertisements featuring Formula One star Lewis Hamilton and Chelsea Football Club after ruling they could appeal to children and young people. This decision highlights the ongoing tightening of gambling advertising regulations in British sports.
The ASA found that promotions run by gambling companies Kwiff and Betway breached rules designed to prevent gambling brands from utilizing prominent athletes or football imagery that might attract under-18s. In one instance, Kwiff displayed an ad featuring Hamilton ahead of the British Grand Prix. Despite Formula One being an adult-oriented sport, Hamilton’s global fame made him appealing to younger audiences. The ASA noted that over 150,000 UK users under the age of 18 follow Hamilton on social media.
The ASA stated, “We acknowledged that Sir Lewis Hamilton was primarily famous for his association with an adult-oriented sport. However, he was very well known to a general UK audience, including children and young people. We, therefore, considered that the ad was likely to have strong appeal to under-18s.”
In a separate case, Betway was found to have violated the same standards with an ad showing Chelsea fans in club merchandise at Stamford Bridge. The ASA ruled that the use of Chelsea’s branding exceeded acceptable content, particularly appealing to young fans of the club.
Both Kwiff and Betway have removed the offending advertisements and pledged to enhance their internal processes to prevent future violations. The ASA emphasized that these ads “must not appear again in their current form” and reiterated that gambling marketing should not feature individuals or content that could resonate with children or teenagers.
These rulings are part of a broader crackdown on the intersection of sports and gambling advertising, following the introduction of the Committee of Advertising Practice’s “strong appeal” test in 2022. This rule prohibits gambling ads featuring high-profile athletes or clubs that have significant youth followings. Since its implementation, the ASA has acted against multiple betting brands for similar breaches.
In its statement, the ASA remarked, “Gambling adverts must not feature anyone who is likely to be of strong appeal to under-18s, whether because of their status, popularity, or cultural relevance. The responsibility lies with advertisers to ensure that their campaigns comply with both the letter and the spirit of the code.”
The ASA’s recent decisions serve as a critical reminder to advertisers about the importance of responsible marketing practices in the sports industry, particularly in protecting younger audiences from the influences of gambling.
