LeoVegas Ordered to Withdraw "Irresponsible" BetUK Radio Advert

Author:

Olivia Phillips

|Published: March 13th, 2024

The UK's Advertising Standards Authority (ASA) has instructed LeoVegas to retract a radio commercial for its BetUK sportsbook, deeming it "irresponsible" and potentially enticing to children.

The contentious ad, featuring retired footballer Adebayo Akinfenwa as a brand ambassador, aired in September 2023.

Although Akinfenwa promoted responsible gambling measures, the ASA received a single complaint suggesting the ad could appeal to minors.

In response, LeoVegas and BetUK argued that Akinfenwa's age and career trajectory rendered him unlikely to captivate underage audiences.

However, the ASA upheld the complaint, citing guidelines prohibiting gambling advertisements from appealing strongly to individuals under 18.

Despite LeoVegas and BetUK's defence, the ASA determined that Akinfenwa's broader media presence, including his notable following on social media platforms like Instagram and Snapchat, posed a risk of appealing to minors.

Consequently, the ASA ruled that the advert violated gambling advertising regulations and mandated its removal, emphasizing that future ads must avoid featuring individuals or characters appealing to under-18s.

The ASA's decision underscores the importance of responsible advertising in the gambling industry and highlights the need for stringent measures to protect vulnerable demographics.