The United Kingdom’s advertising regulatory body, the ASA, intervened following a grievance regarding a BetUK promotion. The commercial, broadcast on September 27th, 2023, showcased ex-footballer and BetUK representative, Adebayo Akinfenwa.
Within the advertisement, Akinfenwa emphasized BetUK’s tools for responsible wagering, such as caps on deposits and reminders of time spent, urging viewers to “BetUK responsibly.”
The core of the criticism centered on whether Akinfenwa, a prominent personality, might hold particular allure for underage audiences, potentially drawing them to the gambling platform.
BetUK countered this assertion, stating that Akinfenwa’s maturity and departure from professional football in May 2022 made him an improbable attraction for individuals below 18 years old. They further stressed that he had never been part of a Premier League squad, diminishing his potential sway over youthful enthusiasts.
To bolster their position, BetUK, the proprietor of the LeoVegas brand, even furnished data on Akinfenwa’s social media adherents, revealing a primarily grown-up demographic. They also noted that the commercial aired during a program expected to be viewed by adults.
Notwithstanding these points, the ASA ultimately determined that the advertisement contravened guidelines, implying that Akinfenwa’s inclusion could indeed be enticing to those beneath the legal gambling threshold.
Authorities voiced apprehension regarding the retired soccer star’s fame, especially his persona as an indomitable force, which he actively cultivates. This sportsman is renowned for being the most powerful player in multiple editions of the FIFA video game series, garnering him the moniker “The Beast.” Akinfenwa even boasts an Amazon Prime documentary entitled “Beast Mode On.”
The Advertising Standards Authority (ASA) undertook a comprehensive examination of his online presence and total follower volume, determining that his viewership is “significant.”
Consequently, the ASA prohibited the advertisement in its present format and cautioned BetUK against employing personalities or figures with considerable allure to minors in upcoming promotions.
This occurrence mirrors an instance from the previous October when Sky Bet encountered scrutiny from the ASA for a social media update showcasing Gary Neville, a former footballer transitioned media personality.
During a recent Huddle gathering, Imogen Moss, an associate lawyer at Poppleston Allen, addressed the trajectory of UK gaming regulations in 2024 with Gambling Insider, encompassing an assessment of the ASA and comparable situations.
