Britains Advertising Standards Authority (ASA) supported viewers who objected to a BetUK advertisement featuring retired soccer player, Adebayo Akinfenwa. The radio spot drew disapproval for possibly attracting youths, despite its responsible gaming message.
Although BetUK, a LeoVegas subsidiary, maintained that Akinfenwa’s age and status as a former professional athlete made him an improbable lure for underage viewers, the ASA disagreed. The agency ultimately determined the commercial breached regulations, even though it was broadcast during a program likely targeted towards adults.
A retired athlete, renowned in multiple iterations of the FIFA gaming franchise for his “remarkable strength” earning him the moniker “The Beast”, faces scrutiny from advertising authorities. The inquiry aims to ascertain his level of influence among young enthusiasts. The sportsman, Akinfenwa, is also the subject of an Amazon Prime documentary entitled “Beast Mode On.”
The regulatory body’s examination scrutinized his social media impact and total audience across digital platforms, revealing his following to be “substantial.” Consequently, the advertising authority ruled against the promotional material in its present format, cautioning BetUK that subsequent campaigns must not utilize individuals or figures who hold significant allure for minors.
This situation mirrors a previous incident from October concerning Sky Bet, which faced objections from the advertising authority for a social media update featuring Gary Neville, a former player turned broadcaster.
Lately, at a Huddle gathering, Imogen Moss, an attorney at the legal practice Poppleston Allen, addressed Gambling Insider regarding UK gaming regulation concerns for the upcoming year, encompassing perspectives on the advertising authority and these specific instances.
