The United Kingdom’s Advertising Standards Authority (ASA) recently issued a decision against a promotional piece from BetUK, a company operating under the LeoVegas group. The central concern? The advertisement’s potential use of an individual who could be highly attractive to minors.
Broadcast on the radio on September 27th, 2023, the advertisement showcased retired soccer player, Adebayo Akinfenwa, in his role as a BetUK representative. Within the piece, Akinfenwa discussed the resources BetUK provides for responsible wagering, such as establishing boundaries and incorporating pauses.
However, a grievance was lodged, expressing worry that Akinfenwa, recognized for his powerful build and engaging demeanor, might hold a particular allure for youthful individuals.
BetUK countered that Akinfenwa was unlikely to be a significant draw for those under 18. They cited his age, his departure from professional soccer in May 2022, and his lack of Premier League experience, potentially diminishing his appeal to a younger demographic.
LeoVegas even examined the composition of Akinfenwa’s social media audience, emphasizing that the advertisement ran during a radio program presumably targeting grown-ups.
Notwithstanding their defense, the ASA determined the advertisement violated regulations. This judgment emphasizes the stringent nature of UK advertising guidelines, especially regarding the safeguarding of young people from the possible risks associated with gambling.
The United Kingdom’s Advertising Standards Authority (ASA) initiated an inquiry into a retired soccer star renowned for his exceptional power. This athlete, frequently dubbed “The Colossus” by supporters, appeared in a BetUK promotional. The ASA was apprehensive because this sportsman is immensely popular with youths due to his prowess in various FIFA video games, where he’s consistently rated among the most formidable players. He even headlined an Amazon Prime documentary titled “Beast Mode Activated,” further amplifying his allure.
The ASA’s examination unveiled the extent of the footballer’s popularity, particularly on social media platforms, where he boasts a vast following. Consequently, the ASA prohibited the advertisement from reappearing in its present format. They also cautioned BetUK against employing celebrities or personalities who hold significant influence over minors in their forthcoming marketing efforts.
This scenario echoes a comparable occurrence from October of the previous year when Sky Bet encountered the ASA’s scrutiny for a social media update featuring Gary Neville, another former soccer player turned well-known television personality.
This emphasis on utilizing recognizable and impactful figures in wagering promotions is a contentious subject in the UK. Lately, Imogen Moss, an Associate at the legal firm Poppleston Allen, addressed the ASA’s position and analogous instances within the framework of the 2024 UK gaming regulations at a “Gathering” event with Gambling Insider.