ASA Rules on LeoVegas Radio Advert featuring former Pro Footballer

By Dave Sawyer, Last updated May 18, 2024

The UK’s Advertising Standards Authority has published within the past 24 hours, a ruling on a LeoVegas advert that was used to promote their BetUK brand, an advert which featured the former professional football player Adebayo Akinfenwa.

Forming part of the advert, Akinfenwa who it was suggested an ambassador for the BetUK brand, highlighted various safer gambling tools accessible to BetUK players.

These encompassed deposit limits, scheduling reality checks, and implementing time-outs. Additionally, he urged players to consistently engage in responsible gambling practices while using BetUK.

The complaint that the ASA received challenged whether the ad featured an individual who was likely to be of strong appeal to those under 18 years of age, and therefore breached the Code.

Despite responding to the complaint, whereby LeoVegas were of the view the advert did not appeal to under 18’s and therefore breach the ASA code, the complaint was upheld, with the ASA of the reasoning that Akinfenwa could have a strong social media following of under 18 year olds.

The ruling upholding the complaint goes on to state: “For that reason, we concluded that the ad was irresponsible and breached the Code.The ad breached BCAP Code (Edition 12) rules 17.4 and 17.4.5 (Gambling).”

Furthermore the following action was taken: “The ad must not appear again in its current form. We told LeoVegas Gaming plc t/a BetUK not to include a person or character who had strong appeal to those under 18 years of age in their advertising in future.”

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