In October 2025, the UK Advertising Standards Authority (ASA) issued formal warnings to Betway and Kwiff for advertisements considered likely to appeal to individuals under the age of 18, thus breaching established advertising regulations. The scrutiny comes amid increasing concerns about the influence of gambling advertisements on young audiences, particularly through social media platforms where age-verification measures may be inadequate.
Betway, owned by Super Group, came under fire for a YouTube advertisement that aired in May. The ad showcased a football fan wearing attire emblazoned with the Chelsea Football Club logo, a Premier League team with a significant following among young people. The complaint submitted claimed that featuring the Chelsea logo could inadvertently attract under-18 viewers, potentially violating advertising guidelines.
In its defense, Betway argued that the advertisement promoted its rewards scheme rather than direct gambling services. The company highlighted official guidelines permitting the inclusion of content identifying subjects related to gambling activities, such as sports team logos. They emphasized that the ad did not depict active football scenes and focused on offering a stadium tour of Chelsea’s Stamford Bridge, featuring genuine competition winners all over the age of 18. Betway also noted its rights to use Chelsea’s branding under an existing partnership and pointed out that the ad targeted YouTube users over 25.
Despite Betway’s explanations, the ASA disagreed. It noted that while club logos could appear in standalone contexts at the end of an advert, their pervasive presence throughout contravened this rule, potentially appealing to under-18s. The ASA dismissed Betway’s targeting argument, citing that YouTube lacks robust age-verification systems, relying instead on self-verification. Research from Ofcom in 2025 highlighted that 81% of 8-17-year-olds active on social media use YouTube, with 20% of those having profiles indicating an age of at least 18. According to the ASA, this data suggested many children might have bypassed age restrictions, rendering the ad irresponsible and in breach of the code.
Simultaneously, the ASA upheld a complaint against Kwiff, operated by Eaton Gate Gaming, concerning an advert featuring Lewis Hamilton, the renowned British Formula 1 driver. The ad appeared on X prior to the 2024 British Grand Prix, alongside a link to a Kwiff website article about the race. Despite displaying an 18+ symbol and GambleAware branding, the involvement of Hamilton was claimed to potentially attract under-18 attention.
Kwiff defended the ad by asserting its intent was to drive traffic to a non-gambling sports commentary article. They argued their followers on X were aged 18 or older and criticized the absence of standardized age verification on social platforms. Kwiff also contended that Hamilton, as a 40-year-old driver, held more appeal to older F1 fans. X responded, stating that the ad was organic, not paid for, and highlighting new age assurance steps now aligned with the UK Online Safety Act—a measure not in place when the ad ran.
However, the ASA found Kwiff’s arguments insufficient. It emphasized the ad’s direct connection to Kwiff’s gambling site and questioned the assertion that Hamilton lacked appeal to younger audiences, given his seven F1 World Drivers’ Championships. The ASA noted X’s lack of robust age-verification, potentially allowing under-18 followers to view the ad. While acknowledging X’s method for reporting underage accounts, the ASA deemed it ineffective in identifying all false-age users. They concluded Hamilton’s broad appeal, based on his public presence and media engagement, extended to under-18s, thus branding the ad irresponsible and non-compliant with the code.
In a related case, the ASA denied SkyBet’s appeal over an advert featuring Gary Neville, a retired footballer turned pundit. An initial ruling in October 2023 determined the ad, including SkyBet’s logo and featuring a video from The Overlap podcast, might appeal to under-18s. SkyBet argued Neville’s retirement diminished his appeal to younger audiences, yet the ASA maintained his continued fame in the football community suggested otherwise. Although some factual amendments were made, the ASA ordered the ad not to reappear in its current form.
These rulings underscore the ASA’s rigorous stance on gambling advertising, particularly where young audiences are concerned. The decisions reflect a growing emphasis on ensuring gambling promotions do not exploit the popularity of sports figures and clubs among minors, aligning with broader regulatory efforts to protect young audiences from gambling influences. As the digital advertising landscape evolves, companies must navigate complex regulatory frameworks to avoid inadvertently appealing to under-18s.
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