ASA Raps Bet365 Over Ad Appealing to Under-18s, Citing Violation of UK Marketing Rules

After establishing that an advertising from the operator had a special appeal to individuals under the age of 18, the Advertising Standards Authority (ASA) took action against Bet365. The issue focused around a post sent by Sky Sports Premier League’s Twitter account in February 2023, which was promoted by Bet365.

The complaint centered on a message that had an ad embedded via Twitter’s Amplify tool. The commercial, which appeared prior of the video content within the tweet, depicted a player performing a corner kick, with the Bet365 logo located where the ball was kicked. Following then, the video cut to footage from a match between Arsenal and Manchester United, featuring Granit Xhaka’s goal.

Bet365 defended the ad’s content by emphasizing the availability of safeguards that ensured the Amplify material was only presented to individuals aged 25 and over. The operator also claimed that the advertisement did not include persons who had a significant attraction to those under the age of 18, alluding to Granit Xhaka. According to Bet365, only 0.2% of all users following Sky Sports Premier League’s Twitter account were under the age of 18.

Despite Bet365’s claims, the ASA took a comprehensive approach to the case, viewing both the pre-roll commercial and the tweet as a single entity. This in-depth analysis was prompted by Bet365’s sponsorship relationship with Sky Sports Premier League, as well as the operator’s marketing of the tweet itself.

Upon thorough analysis, the ASA concluded that Bet365 had breached its CAP code, designed to regulate marketing practices within the UK. More specifically, the operator transgressed the section pertaining to “Gambling and Lotteries: Protecting Under-18s.”

The ASA justified its decision by noting that Xhaka’s recognition among children was substantial due to his association with Arsenal and his role as the captain of the Swiss national team. This recognition factor further fueled the appeal of the ad to an audience under 18.

In light of the infringement, the ASA ruled that the ad must not reappear in its current form. This verdict underscores the stringent stance taken by regulatory bodies to ensure that marketing materials within the gambling sector adhere to responsible practices, particularly when it comes to safeguarding the interests of minors.

The case serves as a reminder that stringent oversight and compliance are integral to maintaining the integrity of marketing campaigns within the gambling industry.