The UK Advertising Standards Authority (ASA) ruled that sports advertisements by gambling operators Betway and Kwiff violated regulations, as the use of famous team logos and F1 driver images could attract individuals under the age of 18. Betway's advertisement was complained about due to the appearance of the Chelsea team logo, and Kwiff's advertisement was questioned for using the image of Lewis Hamilton. The ASA dismissed the defenses of both companies regarding target audience positioning and age verification measures, pointing out that YouTube and the X platform lack strict age verification mechanisms, and research shows that 81% of 8-17 year-olds use YouTube. The ASA considered these advertisements irresponsible and in violation of regulations protecting minors, demanding a halt to their dissemination. Concurrently, the ASA dismissed an appeal by SkyBet for an advertisement featuring Gary Neville, maintaining the original ruling of violation.
Overview of Rulings and Nature of Violations
The UK Advertising Standards Authority (ASA) issued warnings to gambling operators Betway and Kwiff, ruling that their sports advertisements violated regulations and could appeal to individuals under 18. Both companies were required to modify their advertisement content and cease their violating dissemination practices.
The ASA emphasized that gambling advertisements must not use sports elements that are appealing to minors, including famous team logos and athlete images.
Details of the Betway Case
Betway's YouTube advertisement was complained about for featuring the logo of the Premier League club Chelsea. The advertisement showed fans wearing Chelsea jerseys, promoting a stadium tour reward program. The complaint argued that the appearance of the team logo could attract fans under the age of 18.
Betway defended that the advertisement only promoted the reward program and not gambling services, and was targeted at users over 25, but the ASA did not accept this view.
Details of the Kwiff Case
Kwiff placed an advertisement on the X platform featuring F1 driver Lewis Hamilton, which included links to a gambling website and an 18+ identifier. Researchers from the University of Bristol complained that it could attract underage fans.
Kwiff argued that the advertisement was intended to direct traffic to sports commentary articles, and believed that Hamilton had limited appeal to young fans, but the ASA dismissed this defense.
ASA Ruling Reasons and Basis
The ASA pointed out that YouTube and the X platform rely on users self-declaring their age, lacking strict verification mechanisms. Ofcom research shows that 81% of 8-17 year-olds use YouTube, and 20% of registered users might falsify their age.
The insufficient platform age verification led to minors possibly being exposed to gambling advertisements, violating protective regulations.
Brand Defense and Rebuttal
Betway cited guidelines allowing the appearance of sports team logos in gambling advertisements, but the ASA emphasized that this is only allowed in independent scenarios (such as at the end of an advertisement), not throughout the display. Kwiff claimed that Hamilton's appeal to young fans was low, but the ASA dismissed this with his seven-time champion status and media influence.
The defenses of both companies regarding target audience positioning were not accepted due to platform age verification flaws.
Platform Responsibility and Age Verification
The ASA pointed out that social media like YouTube and X lack effective age verification, allowing users to falsify their age during registration. X stated that it had implemented multi-step verification according to the "Cybersecurity Law," but this measure was not effective when the violating advertisements were placed.
The inadequate platform age verification mechanisms are the main reason minors are exposed to violating advertisements.
Industry Impact and Compliance Recommendations
The ruling will have a significant impact on the gambling industry's advertisement placements. Operators need to avoid using any sports elements that could appeal to minors, including team logos, athlete images, and related cultural symbols.
It is recommended to strengthen target audience screening and cooperate with platforms for effective age verification to ensure advertisement compliance.
Historical Cases and Appeal Outcomes
The ASA dismissed SkyBet's appeal for an advertisement featuring Gary Neville, maintaining the 2023 violation ruling. Although SkyBet argued that the retired player had no appeal to minors, the ASA considered his status as a football commentator still posed a risk.
This case further clarifies the compliance risks of using sports celebrity images.
Minor Protection Policy
Based on research data from institutions like Ofcom, the ASA has strengthened its scrutiny of the risks of gambling advertisements appealing to minors. Data shows that minors extensively use social media and might falsify their age, requiring operators to assume higher scrutiny responsibilities.
The policy orientation emphasizes "prevention first," prioritizing the protection of minors' rights.
Operator Response Measures
Affected operators need to immediately remove violating advertisements and modify their marketing strategies to avoid using high-risk sports elements. Future advertisement placements should undergo attractiveness assessments and strengthen cooperation with platforms to ensure the effectiveness of age targeting.
It is recommended to establish an internal compliance review mechanism to prevent similar violations.
