The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently criticized gambling firm bet365 for featuring footballer Granit Xhaka in their promotions. The ASA deemed it irresponsible as the advertisement, broadcasted during a Premier League match, could be highly attractive to underage audiences, despite gambling being illegal for minors.
The advertisement appeared on Twitter, displaying Xhaka netting a goal against Manchester United. However, the issue was not the footage itself but rather bet365’s use of vibrant graphics and their logo, giving it a video game aesthetic.
Although bet365 claimed they attempted to restrict the advertisement’s visibility to adults only, the ASA rejected this defense. Essentially, they argued that by associating with the advertisement, bet365 took ownership of it and should have been more discerning.
The United Kingdom’s Advertising Standards Authority, also known as the ASA, reprimanded bet365 for featuring Granit Xhaka in their promotional material. As a prominent football player for both Arsenal and the Swiss national team, Xhaka holds significant influence over young audiences. The ASA determined that his presence in a gambling advertisement could entice minors under the age of 18, a practice strictly prohibited in advertising regulations.
Furthermore, they criticized X, previously Twitter, for its inadequate age verification protocols. The platform’s system makes it relatively simple for underage users to misrepresent their age and access inappropriate content.
Consequently, the ASA issued a warning to bet365, demanding the cessation of using celebrities popular among children in their gambling advertisements. The advertisement was removed, and bet365 is expected to exercise greater caution in their future campaigns.
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