The Advertising Standards Authority (ASA) recently made headlines by upholding a ruling against a radio advertisement from the LeoVegas brand BetUK. The ad, featuring retired footballer Adebayo Akinfenwa, came under scrutiny for potentially appealing to individuals under the age of 18. This case sheds light on the complexities of influencer marketing in the gambling industry and highlights the evolving landscape of advertising regulations.
Background of the Advertisement:
The BetUK radio ad, aired on 27th September 2023, prominently featured Adebayo Akinfenwa, presenting him as a brand ambassador for the company. In the ad, Akinfenwa promoted responsible gambling by highlighting features such as deposit limits and reality checks available on the BetUK website.
The Challenge and BetUK’s Response:
A complaint was lodged against the ad, questioning whether Akinfenwa, with his strong appeal to under-18s due to his football career and persona, was suitable for such endorsements. BetUK countered by emphasizing Akinfenwa’s demographic reach on social media and the adult audience of the radio show where the ad was aired.
ASA’s Ruling:
The ASA’s investigation delved into Akinfenwa’s fame, particularly among football fans, citing his nickname “The Beast” and his portrayal in FIFA games and an Amazon Prime documentary. They scrutinized his social media following, deeming it significant and encompassing a considerable number of underage individuals.
Implications and Precedents:
This ruling echoes a similar case involving Sky Bet and Gary Neville, indicating a broader trend of regulatory scrutiny towards influencer endorsements in the gambling sector. The decision sets a precedent for future advertising practices, emphasizing the responsibility of brands to avoid associations with personalities appealing strongly to minors.
UK Gaming Regulation in 2024:
Legal experts, including Imogen Moss from Poppleston Allen, provide insights into the evolving landscape of gaming regulation in the UK. They highlight the role of regulatory bodies like the ASA in addressing emerging challenges, such as influencer marketing, within the industry.
The ASA’s ruling against BetUK’s ad featuring Adebayo Akinfenwa underscores the regulatory complexities surrounding influencer marketing in the gambling sector. As stakeholders navigate these challenges, the case serves as a reminder of the importance of responsible advertising practices and compliance with evolving regulatory standards.