ASA Sides with William Hill in Tweet Controversy Involving Robbie Savage

The Advertising Standards Authority (ASA) ruled in favor of William Hill, a renowned British bookmaker, in a dispute involving a tweet depicting former professional soccer player Robbie Savage.

The ASA was first concerned about a small video clip showing former soccer star Robbie Savage that was released on Twitter in February 2023. Given his considerable appeal to younger audiences, the authorities feared that Savage’s involvement in the video may have breached the CAP Code.

While soccer players often have a strong following among young people, the ASA’s position on the subject has been rather complicated. The authority recognizes that former athletes can contribute to conversations about events and results as commentators and betting experts without violating advertising laws.

William Hill strategically employed this perspective to its advantage. The company demonstrated to ASA that previous rulings had permitted the appearance of retired athletes turned commentators and betting experts in sportsbook-related social media content. The regulatory statement noted:

“William Hill cited previous ASA rulings where the ASA had accepted that a former professional footballer whose career had ended many years previously did not have strong appeal to children.”

William Hill further emphasized that Savage had not actively competed in soccer since 2008. His role as a broadcaster for BT Sports Score and BBC Five Live Radio positioned him with minimal exposure to younger audiences. His social media following, primarily composed of individuals over 18 years old, emphasized his limited appeal to vulnerable age groups.

Finally, the ASA agreed with William Hill’s assertion that Savage’s involvement in the film was in his role as a commentator rather than as a personality with the ability to arouse interest among susceptible populations. This resolution demonstrates the changing regulatory environment for retired athletes’ participation in promotional content.