UK Advertising Agency Bans BetUK Radio Ad Featuring Adebayo Akinfenwa

The UKs Advertising Standards Agency (ASA) has directed LeoVegas to remove a radio commercial for its BetUK sports betting service, declaring it “unaccountable” and potentially alluring to minors.

The commercial, which aired in September 2023, showcased retired soccer player Adebayo Akinfenwa discussing his role as a brand ambassador for BetUK. Akinfenwa highlighted several safe gambling tools accessible to BetUK users, including deposit limits, scheduling reality checks, and setting time limits. He also urged players to “always wager responsibly with BetUK.” However, the ASA received complaints that the commercial could attract individuals under the age of 18. The complaints questioned whether the commercial featured a figure with strong appeal to children, thereby violating BCAP guidelines.

LeoVegas and BetUK dismissed the complaints. In response, they stated that they did not believe the commercial attracted individuals under the age of 18. They pointed out that Akinfenwa, being 41 years old and retired, was unlikely to be popular with children. The response also mentioned that Akinfenwa had played in lower divisions throughout his career, not the top divisions. Therefore, the commercial had limited appeal to under-18s.

Outside the world of football, BetUK maintained that Akinfenwa’s public image doesn’t indicate he might hold strong appeal to minors. The company also pointed to his clothing line, which doesn’t include any items designed for children.

Concerning social media, Akinfenwa has profiles on Facebook, Instagram, Twitter/X, TikTok, and Snapchat. On Instagram, 8% of his total followers are under 18 years old, while on Snapchat, this percentage is 18%. Age demographics for Facebook, Twitter/X, and TikTok are not available.

BetUK also asserted that the advertisement didn’t contain any elements related to children. It was also broadcast during a radio program likely to have an adult audience. Radiocentre, the commercial arm of the UK’s Radio Authority, backed BetUK in this case.

**ASA Rules Complaint Valid**

However, despite these responses, the ASA still declared the complaint valid, citing the BCAP code. This code states that marketing communications targeting gambling shouldn’t be likely to have strong appeal to children or young people. Advertisements also shouldn’t feature characters or personalities that are likely to appeal to those under 18.

The ASA acknowledged that Akinfenwa plays outside the top league, with BCAP guidelines classifying such players as “low risk.” However, the agency added that the player might be considered “medium risk” due to his social media presence and other public image. Based on this, the ASA stated that Akinfenwa could potentially appeal to children.

The ASA further explained in its decision, mentioning Akinfenwa’s broader public image.

This encompasses his widespread appeal due to his physical prowess, which has made him the most powerful player in various editions of the FIFA video game, a game enjoyed by youngsters.

“We took into account how he is depicted in the media and how he promotes himself, which would lead some football enthusiasts to perceive him as a cult figure in the sport,” the ASA stated.

“Consequently, we believe that his public image, and what we consider to be his extraordinary fame for a former lower division footballer, would place him in the ‘medium risk’ category of the guidelines.”

Social Media Following Concerns
Regarding his online presence, according to data provided by BetUK, the number of followers under the age of 18 on Instagram and Snapchat, indicates that at least 157,000 followers were under 18 at that time.

The BCAP guidance states that “a generally high social media following, attracting a large number of under-18s, as determined by quantitative or qualitative analysis, is likely to be considered an indicator of ‘strong’ appeal”. The ASA stated this applied to Akinfenwa.

“We believe that over 157,000 followers under the age of 18, with the actual number potentially higher due to a lack of data on other social media platforms, is a significant figure in absolute terms,” the ASA said.

Although Akinfenwa, as a player in the lower divisions, might be seen as ‘medium risk’ based solely on his media presence, given his substantial following of under-18s on social media due to his career and personal image, we categorize him as ‘high risk’ and likely to have a strong attraction to young people.

The Advertising Standards Authority, in its decision on the case, declared that the advertisement violated the BCAP Code (Edition 12) regulations 17.4 and 17.4.5 concerning gambling.

Consequently, the Authority has decided that the advertisement must not be displayed again in its current format. The ASA also mandates that LeoVegas Gaming and BetUK refrain from utilizing individuals or characters with a strong appeal to minors in any future promotional materials.

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