The United Kingdom’s advertising regulatory body, the ASA, recently criticized gambling behemoth bet365 for featuring football star Granit Xhaka in one of their promotional materials. The ASA argued it was inappropriate, particularly because Xhaka is an idol to numerous young supporters, and the advertisement could be highly enticing to underage children. The advertisement itself, which appeared on Sky Sports’ Premier League Twitter feed, displayed a segment of one of Xhaka’s goals against Manchester United. However, it wasn’t merely about the goal; bet365 prominently displayed their logo and some eye-catching visuals throughout it.
Bet365 attempted to deflect responsibility, claiming Sky Sports actually produced the advertisement and that it was intended solely for viewers over 25. But the ASA rejected this argument. They emphasized that bet365 was the entity promoting the tweet, so they were obligated to assume accountability. The outcome? Bet365 received a reprimand and a warning to exercise significantly more caution regarding the utilization of high-profile athletes in their advertisements, especially when those athletes are practically idolized by adolescents.
The United Kingdom’s Advertising Standards Authority (ASA) took action against a bet365 advertisement featuring Granit Xhaka. Apparently, the soccer player is incredibly popular with young audiences, both as an Arsenal athlete and on the Switzerland national team. The ASA determined this made him far too impactful for a promotion encouraging wagering, particularly since bet365’s age confirmation was weak at best. They essentially depended on users being truthful about their age – never a wise strategy!
The ASA made their stance known: this commercial violated the regulations. They instructed bet365 (or Hillside, the business operating the brand) to cease utilizing personalities who are so appealing to children in their gambling promotions. The message was unambiguous: safeguard young individuals, and maintain a separation between athletics and wagering.
