Britains Advertising Standards Authority (ASA) ruled against a BetUK promotion featuring retired soccer player, Adebayo Akinfenwa. The advertisement, broadcast in September 2023, sparked worries about its potential attraction to younger viewers.
Although BetUK contended that Akinfenwa’s 2022 departure from professional soccer and absence of Premier League participation made him an improbable figure for underage audiences to connect with, the ASA disagreed. While BetUK emphasized the advertisement’s responsible gaming message and furnished data on Akinfenwa’s social media audience, the ASA ultimately determined that the promotion violated its regulations.
A retired football legend, nicknamed “The Beast” due to his powerful build that made him the highest-rated player in numerous FIFA videogames, is facing scrutiny from advertising watchdogs because of his influence over youthful audiences. The sportsman, Adebayo Akinfenwa, was even the subject of an Amazon Prime film entitled “Beast Mode On,” boosting his public profile.
The UK’s Advertising Standards Authority (ASA) examined Akinfenwa’s online presence and determined his follower numbers to be substantial. Consequently, the ASA prohibited a specific advertisement starring Akinfenwa from further circulation in its present format. They also advised the gambling firm involved, BetUK, against employing personalities who hold significant sway over minors in their upcoming marketing efforts.
This situation mirrors a prior occurrence last October where Sky Betting and Gaming was reprimanded by the ASA for a social media update showcasing Gary Neville, a former footballer who became a well-known television personality. The ASA’s actions underscore the continuing dialogue surrounding gambling advertising guidelines in Britain, especially regarding the utilization of influential individuals and their possible effect on younger demographics.
admin