ASA Challenges Betfred Over Age-Appropriate Advertising on Streaming Platform

Concerned about whether a Betfred advertisement that aired in April was suitable and if it was directed at those under the age of 18, the UK’s advertising regulator, the Advertising Standards Authority (ASA), has voiced its concerns. The advertisement in issue aired during The Roku Channel’s PrestonPlayz show. The Roku Channel is a well-liked over-the-top streaming service with programming that includes video games like Minecraft.

Betfred’s Casino Ad on The Roku Channel

Live at Betfred’s With a voice-over saying, “Welcome to Betfred Casino,” Betfred Casino was advertised in the video. Take a seat in our live casino or choose from a variety of slot and table games to play here.” The Advertising Standards Authority (ASA) has questioned whether the advertisement was intended for viewers who are younger than the legal gambling age according to the platform’s structure.

Increased rules last year by the ASA set the stage for this examination of gaming advertisements. The regulator required UK gambling companies to follow these guidelines and make sure their promotional content did not appeal to or reach underage audiences in an effort to reduce the exposure of minors to gambling advertisements.

Responding, Betfred affirmed that it was taking aggressive steps to ensure that it complied with current requirements. Along with the advertising agency, the operator made it clear that people 18 years of age and older were the target demographic. It was made clear by Betfred that it will only run advertisements for adults.

The ASA determined that the advertising violated the CAP Code, especially rules 16.1, 16.3.13 (pertaining to gambling), and 1.3 (connected to social responsibility), notwithstanding Betfred’s best efforts and Roku’s age verification procedure. The ASA decided that the advertisement shouldn’t run again unless certain safeguards were in place to reduce its exposure to viewers who are younger than 18. It was also urged by the regulator not to use media that has a “disproportionately large audience of under-18s.”