In a concerted effort to restrict gambling advertisements that might strongly appeal to under-18s, the Advertising Standards Authority (ASA) has turned its attention to Sky Bet, adding the company to a list that already includes Ladbrokes, bet365, and William Hill. The focal point of this inquiry was a promoted tweet by Sky Bet, shared on February 9, 2023. The tweet featured an embedded video from The Overlap football podcast with former footballer Gary Neville discussing Premier League teams. The presence of the Sky Bet logo and the phrase “BROUGHT TO YOU BY SKY BET” in the video raised concerns about the appeal of the ad to those under 18.
Examining the Appeal:
The crux of the issue revolved around whether Gary Neville, the figurehead in the advertisement, had strong appeal to individuals under the age of 18. Such an appeal would violate advertising regulations, and that’s what the ASA sought to determine. Sky Bet’s argument hinged on Neville’s evolution into a prominent football pundit, claiming that he no longer had a strong appeal to children or young people.
The Content and Context:
Sky Bet made a case for the context of the advertisement. The embedded video was part of The Overlap, a YouTube series sponsored by the company and hosted by Neville. The content of The Overlap was resolutely aimed at an adult audience, engaging in discussions on adult topics, specifically football from various perspectives. The episodes included fan debates on football-related subjects, ensuring the content’s maturity and relevance to adult viewers.
Statistics and Age Demographics:
Sky Bet provided statistics that indicated that only a marginal percentage of The Overlap’s audience fell within the 13-17 age group, with even fewer comprising the viewership for the advertised episode. While these figures seemed to support their case, the ASA took a different stance.
The ASA Ruling:
In their ruling, the ASA pointed out that Gary Neville’s significant social media following, which included over 135,000 individuals under the age of 18, was a critical factor. This presence was deemed to give Neville an inherent strong appeal to under-18s. As a result, the advertisement was found in breach of the CAP Code. The ASA ordered that the ad should not appear in its current form and issued a warning to Sky Bet to avoid using individuals with a strong appeal to under-18s in their advertising in the future.
Continued Partnership and Responsible Gambling:
This incident occurred in the midst of Sky Bet’s extension of its partnership with Gary Neville for a new weekly football series called ‘Stick To Football,’ as well as its ongoing sponsorship of The Overlap YouTube channel. These endeavors are part of Sky Bet’s broader engagement with sports and entertainment, which includes a recent five-year extension of their partnership with the English Football League (EFL) and various marketing initiatives aimed at promoting responsible gambling measures.
Sky Bet’s encounter with the ASA serves as a reminder of the stringent regulations governing gambling advertising, especially when it comes to the potential appeal to under-18s. The ruling highlights the importance of not only the content but also the reach of an advertisement, particularly in the age of social media. The implications of this decision extend to the wider gambling industry, emphasizing the need for operators to carefully consider their marketing strategies to ensure compliance with advertising standards and regulations.