Gambling adverts featuring Formula One driver Lewis Hamilton and Chelsea Football Club have been banned in the UK after the Advertising Standards Authority (ASA) ruled they were likely to appeal to children and young people.
The ASA said the promotions, run by Kwiff and Betway, breached rules introduced to prevent gambling companies from using prominent athletes or football imagery that could attract under-18s. The decision marks another significant moment in the tightening of gambling advertising regulation in British sport.
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In one case, Kwiff posted a social media advert featuring Hamilton ahead of the British Grand Prix. The ASA said that although Formula One is primarily an adult sport, Hamilton’s global profile meant he had “strong appeal to under-18s.” The regulator cited his high visibility in mainstream media and on social platforms, where he is followed by more than 150,000 UK users under the age of 18.
“We acknowledged that Sir Lewis Hamilton was primarily famous for his association with an adult-oriented sport,” the ASA said in its ruling. “However, he was very well known to a general UK audience, including to children and young people. We therefore considered that the ad was likely to have strong appeal to under-18s.”
In a separate case, Betway was found to have breached the same code for an advert featuring Chelsea fans wearing club merchandise and waving team scarves at Stamford Bridge. The ASA ruled that the use of the Chelsea badge and branding “went beyond permitted identifying content” and would be of particular appeal to under-18s who supported the Premier League club or followed football more widely.
Both companies have since removed the adverts and pledged to review internal processes to prevent similar breaches. The ASA said the ads “must not appear again in their current form” and reminded operators that gambling marketing must not feature people or content likely to resonate with children or teenagers.
The rulings form part of a broader crackdown on the crossover between sport and gambling marketing, following the introduction of the Committee of Advertising Practice’s “strong appeal” test in 2022. The rule prohibits the use of top-flight footballers, managers, clubs, or other figures with significant youth followings in gambling adverts. Since its introduction, the ASA has taken action against multiple betting brands and sports organisations for similar violations.
In its statement, the ASA said: “Gambling adverts must not feature anyone who is likely to be of strong appeal to under-18s, whether that’s because of their status, popularity or cultural relevance. The responsibility lies with advertisers to ensure that their campaigns comply with both the letter and the spirit of the code.”
The ASA confirmed that the rulings would be used as guidance for future enforcement and as a reminder to other operators that the use of high-profile athletes or football clubs in gambling promotions is unlikely to be acceptable under current regulations.
