ASA Rules Betway’s Chelsea Ad Breaches Rules on Under-18 Appeal

The ad was first released on 17 May to exhibit a Betway Rewards promotion. The complainant insisted that young people were likely to resonate with the imagery of football fans wearing Chelsea FC merchandise and the excitement of being at the stadium.

In their defence, Betway cited the joint CAP and BCAP guidance on gambling advertising which permits promotional media that “specifically identifies a subject of the gambling activity” – such as Chelsea FC hats and scarves.

They further stated that the ad was targeted at users over the age of 25, featured competition winners rather than actors and didn’t show any actual football play. A brand lift survey suggested that the advert increased awareness amongst the 55+ demographic, backing up Betway’s claim that the advert primarily targeted older audiences.

Despite Betway’s defence, the ASA ruled that the flagrant use of Chelsea FC fan memorabilia exceeded the limits suggested in the aforementioned guidance on gambling content. The watchdog asserted that content illustrating a joyous stadium experience combined with Chelsea’s branding was likely to appeal to younger football fans, particularly those who support the team.

The ASA expressed concerns regarding the decision to release the ad on YouTube, a platform where users self-verify their age. Studies indicate that 81% of children between 8-17 use some form of social media, and it’s speculated that many register using false birthdates in order to access age-restricted content.

Ultimately, the ad was ruled irresponsible and in breach of CAP Code rules 16.1, 16.3 and 16.3.12 regarding gambling advertising. Betway has been advised to cease running the ad and be mindful of the relevant regulations when designing campaigns in the future.

The UK gambling sector has a reputation for being one of the most highly regulated in the world. The stringent enforcement of marketing laws protects this reputation and encourages operators to be meticulous about compliance. This type of debate encourages a culture of questioning the advertising we see around us, and how we can protect vulnerable people from harmful content.