Gambling advertisements featuring prominent sports figures and team logos have been banned in the UK amid growing concerns about their influence on children. The Advertising Standards Authority (ASA) has taken decisive action against two recent adverts that prominently featured the Formula 1 racing driver Lewis Hamilton and the Chelsea football club logo, concluding these were likely to strongly appeal to under-18s. The adverts, issued by the gambling firms Kwiff and Betway, were removed following investigations triggered by complaints.
The ASA’s ruling focused on a Kwiff post on X promoting the British Grand Prix using an image of Hamilton, as well as a Betway YouTube advertisement that showed football fans wearing Chelsea badges. Both campaigns were deemed problematic due to their attraction to younger audiences, despite being accompanied by age restriction markers such as "18+" symbols and responsible gambling logos. Kwiff defended the use of Hamilton’s image by citing data that suggested the driver’s appeal was primarily to older audiences and noted the post was intended to draw attention to an editorial blog separate from its gambling platform. However, the ASA found that Hamilton’s significant following among under-18s on social platforms and his presence in youth-accessible media undermined this argument. It referenced Hamilton’s 150,000 UK-based Instagram followers under 18, his inclusion in the F1 24 video game with a broad age rating starting at three years, and his involvement in a BBC CBeebies programme as indicative of his broad youth appeal.
The ASA also admonished the two companies for featuring characters and imagery with strong appeal to children and reinforced their warning that such content should not be included in gambling adverts. Kwiff reportedly responded by reviewing and removing social media content that featured mainstream sports celebrities.
This decision aligns with a broader regulatory push in the UK to curb the exposure of children to gambling marketing. Recent legislative frameworks have increasingly aimed to restrict gambling endorsements by popular celebrities, sportspeople, and social media influencers who attract underage audiences. Industry observers note that the UK represents one of the largest gambling markets globally, and safeguarding children from early exposure to betting promotion is a top priority for regulators.
Concerns about gambling marketing’s reach into youth culture extend beyond advertisements. Academic research from institutions like Goldsmiths, University of London, and the University of East Anglia has highlighted the pervasive presence of gambling logos even in children’s football magazines and collectible stickers, raising further alarms about underage exposure. Moreover, reports into Premier League football clubs' compliance with gambling marketing guidelines indicate that about half continue to violate codes designed to prevent targeting children, casting doubt on the effectiveness of self-regulation within the sport.
Critics argue these findings highlight a deep-rooted issue with the visibility of gambling branding in children’s environments, potentially normalising betting from a young age. The ASA's recent action against Kwiff and Betway might signal a stricter regulatory stance and increased scrutiny of gambling marketing practices involving sporting celebrities and teams.
At the time of reporting, both Betway and Kwiff had been contacted for comments, alongside representatives for Lewis Hamilton and Chelsea Football Club, but no statements had been received. The ASA’s rulings underscore the heightened sensitivity around gambling advertising and its potential impact on vulnerable young people, reinforcing the regulator’s commitment to protect under-18s in a landscape increasingly intertwined with sports and celebrity culture.
📌 Reference Map:
- Paragraph 1 – [1] BBC, [2] The Standard
- Paragraph 2 – [1] BBC, [4] ASA
- Paragraph 3 – [1] BBC, [4] ASA
- Paragraph 4 – [1] BBC, [5] Euronews
- Paragraph 5 – [6] Goldsmiths University & University of East Anglia, [7] Gambling News
- Paragraph 6 – [6] Goldsmiths University & University of East Anglia, [7] Gambling News
- Paragraph 7 – [1] BBC
Source: Noah Wire Services