The UK Advertising Standards Authority (ASA) has ruled against Betway following a complaint over a YouTube advertisement featuring Chelsea FC branding. The pre-roll video, shown in May, displayed football fans wearing Chelsea merchandise and attending a stadium tour as part of a Betway rewards promotion. The ASA determined that the advertisement’s visual content was likely to strongly appeal to under-18 audiences, breaching advertising rules designed to prevent youth exposure to gambling promotions.
Betway defended the campaign, stating that it complied with the Joint CAP and BCAP Guidance by identifying a relevant sporting subject and that it was specifically targeted at users aged 25 and older. The company also pointed out that the ad featured adult competition winners rather than actors and avoided any scenes of active play.
However, the ASA found that the extensive use of Chelsea logos and fan imagery went beyond the limited allowance for identification purposes. The regulator further expressed concern about YouTube’s self-verification system, noting that minors can easily misrepresent their age.
Citing research showing that 81% of 8- to 17-year-olds use social media platforms, the ASA concluded that the ad was likely to reach a significant number of underage users. The watchdog ruled that Betway’s advertisement breached CAP Code rules 16.1, 16.3, and 16.3.12, which relate to the protection of minors from gambling-related content.
Betway has been instructed to withdraw the advertisement and ensure future marketing campaigns do not feature imagery or branding that could appeal strongly to children. The decision underscores the increasing scrutiny placed on gambling operators to uphold responsible advertising practices across digital platforms.
