bet365 Promotion Featuring Granit Xhaka Banned for Appealing to Underage Audience
The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), ruled that a promotional piece from bet365 featuring Arsenal’s Granit Xhaka breached industry regulations. The advertisement, displayed on the platform formerly known as Twitter, was cited for potentially attracting underage individuals.
Despite bet365’s assertion that the promotion was integrated into a broader campaign with Sky Sports and aimed at an audience over 25, the ASA determined that by amplifying the tweet, bet365 effectively incorporated it into their own advertising efforts. The ASA expressed concern over the inclusion of Xhaka, a well-known football player, believing his likeness would hold significant appeal for those under 18 years of age.
The United Kingdom’s Advertising Standards Authority (ASA) has prohibited a bet365 promotion featuring Granit Xhaka due to its potential allure to young audiences. The ASA determined that Xhaka’s fame as a Premier League and global football icon, especially among youthful supporters, presented a concern for gambling promotions. They highlighted that age verification on social media sites, such as X (previously Twitter), is not foolproof and cannot ensure that minors will not encounter the advertisement. Consequently, bet365’s Hillside division has been instructed to cease utilizing celebrities and personalities who might hold particular appeal for individuals under 18 in their gambling marketing. The advertisement is now banned in its present format.
