UK Advertising Watchdog Bans bet365 Ad Featuring Arsenal’s Xhaka Over Appeal to Minors

The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), has prohibited a bet365 promotion showcasing Arsenal footballer Granit Xhaka, deeming it irresponsible and potentially enticing to underage individuals.

The promotional material, which displayed a clip of Xhaka scoring a goal against Manchester United, was disseminated on X, the social media platform previously known as Twitter, via Sky Sports’ Premier League account. The video employed vibrant hues and graphics, alongside bet365’s brand identification.

The ASA’s inquiry was initiated by their recently implemented AI-driven advertisement surveillance system, which scrutinizes online platforms for potentially problematic promotions.

The crux of the matter revolved around whether the advertisement, by featuring Xhaka, would hold a strong appeal for individuals under the age of 18.

In their defense, bet365 contended that the advertisement was an element of a Twitter Amplify package developed by Sky Sports. They asserted that they had implemented age-targeting measures to ensure the advertisement was only displayed to users aged 25 and above. They further argued that Xhaka himself does not possess a particular appeal to younger demographics.

Nevertheless, the ASA determined that by promoting the tweet, bet365 had effectively integrated its content into their own advertising campaign and were therefore accountable for its potential impact.

The United Kingdom’s Advertising Practices Board (ASB) prohibited a promotion from the betting company, bet365, which showcased Granit Xhaka, citing its potential allure to children. The ASB expressed concern that Xhaka’s prominence as a player for Arsenal and the Swiss national squad could carry undue sway over young football enthusiasts. Additionally, the ASB found fault with bet365’s age confirmation procedures, deeming them inadequate in preventing exposure to underage viewers. Consequently, the ASB directed bet365 (particularly their Hillside division) to cease employing celebrities popular among youth in their wagering promotions. This decision effectively prevents the advertisement from further broadcast in its present format.