Advertising Standards Authority (ASA) Upholds William Hill's Ads Featuring Ex-Athletes Controversy
A Safer Bet: ASA Clarifies Rules for Sports Figures in Gambling Promotions
The Advertising Standards Authority (ASA) has implemented guidelines to ensure betting companies don't exploit the appeal of sports figures to entice younger audiences. Here's an overview of these rules, backed by recent enrichment data.
The ASA's Watchdog Standards
The advertising conundrum revolves around the CAP Code, which bans any promotional materials from gambling companies that may attract minors. This includes imagery or figures that could pique the interest of children or young people.
Social Responsibility is another key factor, as ads must not encourage risky or harmful gambling practices that may result in financial, social, or emotional harm.
The Appeal of Sports Figures
To determine the attractiveness of a sports figure to younger audiences, the ASA considers a range of factors:
- Athletes' Roles in Sports: Retired athletes or those with less significant roles are typically less appealing to minors compared to current, younger stars.
- Social Media Engagement: The ASA examines the sports figure's social media standing, evaluating the number of underage followers and engagement across various platforms.
- Endorsement Portfolio: The ASA looks at the sports figure's other partnerships, noting those linked to adult-oriented brands as less alluring to children.
Recent Examples
- The ASA allowed Fitzdares to feature retired cricketer, Stuart Broad, in their advertisements. This decision was supported by Broad's limited youth appeal, marked by his minimal social media presence among minors and prevalent adult-oriented partnerships.
- Ads with younger athletes such as Luiz Suarez were found to breach regulations due to their stronger allure to minors.
Scrutinizing Will Savage
The latest debate revolves around soccer figure, Will Savage, who gave his analysis on Leeds United's relegation from the Premier League in a video for William Hill. Despite earlier suspicions, ASA conceded to William Hill's arguments that Savage's role as a pundit rather than a figure stirring excitement among vulnerable groups.
Further deliberations highlighted that Savage, who ceased competing in 2008, has minimal appeal to younger audiences, especially considering his significant adult following across BT Sports Score, BBC Five Live Radio, and a negligible social media presence among under-18s.
Ultimately, the ASA acknowledged this as an instance of a sportsperson appearing as a commentator, not a figure that may be exploited to lure in younger, vulnerable audiences.
- The Advertising Standards Authority (ASA) has created rules for sports betting companies to prevent the exploitation of sports figures in gambling promotions, particularly to protect younger audiences from being enticed.
- The CAP Code, a crucial aspect of the ASA's watchdog standards, forbids promotional materials in the sportsbook industry that might appeal to minors, including images or figures that could interest children or young people.
- Social responsibility is another important factor, as ads must not encourage reckless or harmful betting practices that may result in financial, social, or emotional harm.
- To assess the appeal of a sports figure to younger audiences, the ASA considers factors such as athletes' roles in sports, social media engagement, and endorsement portfolio.
- In 2023, the ASA allowed Fitzdares to feature retired cricket player, Stuart Broad, in their advertisements because his limited youth appeal is demonstrated by his minimal social media presence among minors and his adult-oriented partnerships.
- The ASA found ads featuring younger athletes like Luiz Suarez to breach regulations due to their stronger allure to minors, posing a risk to the sports-betting industry's compliance with the CAP Code.
- The European leagues, including football's Premier League, are under scrutiny by the ASA to ensure that sportsbook promotions adhere to the watchdog's standards and regulations, safeguarding the industry's financial stability in this rapidly evolving sector.
