ASA warns Betway and Kwiff over irresponsible ads

The UK Advertising Standards Authority (ASA) has issued formal warnings to Betway and Kwiff following the publication of advertisements that the regulator deemed likely to appeal to individuals under the age of 18. Both cases highlight the growing scrutiny on gambling marketing practices in digital environments, particularly where youth exposure remains a pressing concern.

These rulings underline the ASA’s continued efforts to ensure that gambling advertising remains socially responsible, does not exploit the popularity of public figures or sports among minors, and fully complies with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).

Betway’s Chelsea-themed advert under investigation

The first case involved Betway, a subsidiary of Super Group, which came under ASA scrutiny for a YouTube advertisement that aired in May. The ad featured a football supporter dressed in attire displaying the Chelsea Football Club logo while standing inside Stamford Bridge, Chelsea’s home stadium.

A complainant argued that the use of Chelsea branding could attract under-18 audiences, given the club’s widespread following among young football fans. The ASA assessed whether the advert breached its regulations prohibiting gambling content likely to appeal to children or young people.

Betway’s defence: focus on rewards, not gambling

In its defence, Betway maintained that the advertisement was not a gambling promotion but a showcase for its rewards program. The operator clarified that the campaign referred specifically to a prize opportunity allowing Betway Rewards Club members to win a stadium tour of Stamford Bridge.

Betway further cited ASA guidance which permits the inclusion of sports team logos when they directly relate to the subject of gambling activity — such as sports events — provided they are presented appropriately. The company noted that:

• All individuals in the video were over 18 years old.
• The participants were genuine competition winners, not actors.
• The video contained no scenes of active football or betting.
• The Chelsea logo’s use was legally permitted under Betway’s official partnership with the club.

Additionally, Betway emphasised that the advertisement was targeted exclusively at YouTube users aged 25 and above, using the platform’s age restriction tools to exclude younger viewers.

ASA’s response: ad deemed “irresponsible”

The ASA, however, did not accept Betway’s arguments. In its ruling, the authority stated that while certain logos or sports references are permissible under guidance, they must appear in limited, contextual ways—such as in brief end frames or as part of sponsorship acknowledgements.

By featuring the Chelsea logo prominently and repeatedly throughout the advert, the regulator determined that Betway had crossed the line. The ASA ruled that the ad was “likely to have strong appeal to those under 18”, particularly due to the cultural influence of Premier League football on children and teenagers.

The ASA further noted that YouTube’s age verification system relies on self-reported information, which it described as insufficient for excluding minors. According to research cited from Ofcom’s 2025 media use survey, 81% of children aged 8–17 used YouTube, and approximately 20% of them had profiles falsely registered as 18 or older.

In light of these findings, the ASA concluded that Betway’s ad breached the CAP Code and failed to uphold the required standard of social responsibility.

“We concluded that the ad was irresponsible and breached the code,”
the ASA stated in its decision.

Kwiff’s Lewis Hamilton advert draws similar criticism

The second case concerned Kwiff, a betting brand operated by Eaton Gate Gaming, over an advertisement posted on the social platform X (formerly Twitter). The ad, published before the 2024 British Grand Prix, featured a prominent image of Lewis Hamilton, accompanied by an 18+ symbol, GambleAware branding, and a link to a related article on Kwiff’s website.

The ad was intended to direct users to a blog post about the race rather than to Kwiff’s betting services. However, the inclusion of one of the most recognisable sports personalities in the world—particularly a figure admired by young fans—sparked concern from a University of Bristol researcher who filed the complaint.

Kwiff’s defence: sports commentary, not gambling promotion

Kwiff presented a multi-layered defence, stating that the advertisement’s primary aim was to promote a sports blog article, not gambling products. The operator highlighted that:

• The post was organic and not a paid promotion.
• The article linked within the ad contained general sports commentary.
• Its social media followers were all aged 18 or above, according to internal checks.
• Reasonable measures were taken to avoid exposure to underage users.

Kwiff further argued that Lewis Hamilton’s appeal was greater among older Formula 1 fans, given his long career and age (40). It suggested that younger audiences were more likely to follow newer, younger F1 drivers, and thus Hamilton’s inclusion should not be viewed as a breach of advertising standards.

Platform operator X also intervened, stating that the post was not paid content and acknowledging that it had since introduced multi-step age assurance processes in line with the UK’s Online Safety Act—a measure that was not in place at the time of the post.

ASA’s ruling: Hamilton’s widespread youth appeal

Despite Kwiff’s defences, the ASA upheld the complaint, identifying multiple breaches of the CAP Code. The regulator emphasised that the use of Lewis Hamilton’s likeness in connection with a gambling brand constituted a significant concern due to his high recognition among all age groups, including minors.

The ASA stated that Hamilton’s image, paired with branding and links to Kwiff’s site, created a “direct association between the sports celebrity and gambling services.” The regulator concluded that such an approach could “reasonably be expected to have a strong appeal to under-18s.”

Furthermore, the ASA reiterated that X lacked robust age-verification mechanisms during the time the ad appeared, relying instead on self-verification—a process deemed unreliable in preventing underage access.

“We acknowledged Sir Lewis Hamilton was primarily famous for his association with an adult-oriented sport,”
the ASA said,
“but considered he was very well known to a general UK audience, including to children and young people.”

Given Hamilton’s extensive media profile, commercial partnerships, and considerable social media following—including underage users—the ASA ruled that the advert was irresponsible and violated the advertising code.

SkyBet appeal over Gary Neville advert also rejected

In a separate but related case, the ASA reaffirmed a previous ruling against SkyBet concerning an advertisement featuring Gary Neville, the former footballer turned television pundit.

The original complaint stemmed from a 2023 post on X that included a video clip from The Overlap podcast, where Neville discussed predictions for the Premier League title race. The video prominently featured the SkyBet logo throughout, prompting concerns that it could appeal to underage football fans.

SkyBet argued that Neville, having retired from professional football years ago, would not hold significant appeal for minors. However, the ASA disagreed, stating that Neville’s ongoing media presence—particularly his commentary work and podcasting—kept him highly visible to younger audiences.

SkyBet’s appeal resulted in “minor factual amendments” but did not change the overall outcome. The ASA upheld its original conclusion, declaring that the advertisement breached the code and should not be reissued in its current form.

Broader implications for gambling advertising in the UK

These rulings collectively underscore the UK’s tightening stance on responsible gambling marketing, particularly in the digital ecosystem where young audiences are highly active.

The ASA’s decisions reflect increasing concern over how gambling brands use sports figures, clubs, or cultural icons in ways that may unintentionally (or otherwise) reach underage audiences. Even non-promotional or “brand awareness” content is now being held to stricter standards of compliance.

The regulator’s position is consistent with broader efforts from UK regulators and lawmakers to curb gambling exposure among minors. Recent policy discussions within the Department for Culture, Media and Sport (DCMS) have explored enhanced restrictions on gambling-related content on social media, YouTube, and influencer-led campaigns.

For gambling operators, these rulings serve as a reminder to adopt rigorous age-verification and audience targeting practices. Marketing teams must ensure that all creative content, even when indirectly related to betting services, avoids imagery, themes, or personalities that may appeal to those under 18.

The growing role of self-regulation

Beyond regulatory enforcement, the industry has seen growing emphasis on self-regulation and internal compliance. Operators are encouraged to implement third-party audits, conduct advertising risk assessments, and collaborate with independent organisations such as GambleAware to maintain responsible marketing practices.

The ASA’s recent decisions against Betway, Kwiff, and SkyBet illustrate that intentions alone are insufficient; even non-commercial or indirectly promotional content may still be deemed in breach if it reaches or resonates with minors.

As digital marketing continues to evolve, the line between entertainment and advertising becomes increasingly blurred, prompting regulators to demand heightened due diligence from all gambling operators.

Conclusion

The ASA’s rulings against Betway, Kwiff, and SkyBet reinforce the principle that gambling advertising must remain both socially responsible and demonstrably age-restricted. Despite claims of responsible targeting and partnerships with adult-oriented sports or figures, the regulator continues to prioritise child protection over commercial freedoms.

These decisions are a clear signal to the gambling industry that even indirect associations with youth-appealing imagery, personalities, or platforms can constitute a breach. Operators are thus urged to review their content strategies, strengthen compliance controls, and ensure full adherence to advertising codes designed to protect younger audiences from gambling exposure.

FAQs

What is the UK Advertising Standards Authority (ASA)?
The ASA is the UK’s independent regulator of advertising across all media, ensuring that adverts are legal, decent, honest, and truthful.

Why did the ASA rule against Betway?
Betway’s YouTube ad featuring Chelsea FC logos was considered likely to appeal to minors, breaching rules on responsible gambling promotion.

What was Betway’s defence?
Betway argued the ad promoted its rewards club, not gambling, and targeted adults over 25, but the ASA disagreed due to YouTube’s weak age verification.

Why was Kwiff criticised?
Kwiff’s ad featuring Lewis Hamilton was deemed irresponsible as Hamilton’s fame and appeal among youth made it likely to attract under-18 audiences.

Did X (Twitter) have any responsibility?
Yes, X lacked adequate age-verification systems at the time, which allowed minors to view gambling-related posts.

What was SkyBet’s issue with Gary Neville’s ad?
The ASA ruled that Neville’s ongoing media presence made him popular among young fans, meaning the ad could appeal to minors.

Are sports celebrities banned from gambling ads?
Not entirely, but they cannot appear in ads that are likely to appeal to children or where the association might promote gambling to under-18s.

How can operators avoid breaches?
Operators should use robust age-verification systems, avoid youth-oriented figures, and ensure compliance with ASA and CAP codes.

What penalties can follow ASA rulings?
While the ASA cannot impose fines, it can order ads to be withdrawn, refer breaches to the Gambling Commission, and publish public rulings.

What does this mean for the gambling industry?
The rulings signal stricter oversight of marketing content, urging operators to prioritise responsible advertising and child protection above all else.