The United Kingdom’s Advertising Standards Authority (ASA) ruled against a BetUK advertisement starring Adebayo Akinfenwa. Complaints arose suggesting Akinfenwa, a retired soccer player, would strongly attract those under eighteen. While BetUK argued he’s no longer active and not a top-tier celebrity, the ASA disagreed. They deemed the commercial, broadcast on a channel with a presumed mature viewership, nonetheless violated regulations regarding youth appeal. BetUK highlighted Akinfenwa’s mention of responsible gambling resources within the ad, but this proved insufficient. The ASA made their determination, and the advertisement was removed.
The advertising regulatory body voiced apprehensions regarding the retired athlete’s widespread appeal, particularly among young admirers. His imposing physique garnered him the moniker “The Beast” and transformed him into a prominent figure in numerous FIFA video game titles. Akinfenwa was even featured in an Amazon Prime documentary entitled “Beast Mode On,” further cementing his public persona.
The ASA also examined his online presence and concluded that his follower numbers across various platforms were exceptionally large. This triggered alarm bells, as it indicated a substantial draw for underage demographics.
As a result, the ASA prohibited the advertisement in its present format and issued a caution to BetUK. They were explicitly directed to refrain from utilizing celebrities or individuals with considerable youth appeal in subsequent promotional endeavors.
This situation echoes a comparable occurrence from the previous October involving Sky Bet. The ASA challenged the organization for a social media update showcasing Gary Neville, a former football player who transitioned into a television personality.
This pattern of heightened examination from the ASA has been a significant talking point within the field. Recently, at the Huddle Conference, Imogen Moss, an Associate Solicitor at Poppleston Allen, addressed the shifting terrain of UK gaming regulations for 2024 with Gambling Insider. The dialogue specifically centered on the ASA’s function and the ramifications of such instances for the trajectory of advertising within the sector.