the United Kingdom’s Advertising Standards Authority (ASA) has called out Betway over an advertisement involving Formula 1 drivers, specifically citing potential appeal to minors. The watchdog has mandated the removal of the ad, which was initially spotted on Facebook on July 4, 2025.
At the center of the controversy is an advertisement that portrayed three F1 drivers, with one notably labeled as “Hamilton,” standing in a grandstand with British flags waving prominently. The ad’s headline teased, “Who’s the best of the Brits?” and prominently displayed Betway’s logo. The caption further elaborated on the competition between racers at Silverstone, asking fans about Lewis Hamilton’s prospects of maintaining his strong track record there.
The complaint submitted to the ASA argued that depicting Lewis Hamilton, an iconic figure in motorsport, inherently resonates with a younger audience, potentially breaching the UK’s stringent guidelines on gambling advertisements that might attract those under 18.
Betway, however, contested these claims. The company defended its actions by categorizing Formula 1 as a sport with a “moderate risk” of appealing to minors, arguing that its primary audience is largely adult. Moreover, Betway clarified that the Hamilton depicted in the advertisement was not the real Lewis Hamilton, stressing that the portrayal was limited to a back-of-head image. They also questioned Hamilton’s influence over younger demographics, citing that only a small fraction of his social media followers are minors. The ad was also reportedly targeted solely at individuals aged 25 and above and was run for a limited period.
Despite Betway’s defense, the ASA decided to uphold the complaint. The authority highlighted studies indicating that many minors misrepresent their age on social media platforms like Facebook, enabling access to content meant for adults. With this in mind, the ASA argued that there was a “significant number” of underage users potentially exposed to the advertisement. The ASA further emphasized Lewis Hamilton’s status as a highly recognizable figure could make a lasting impression even on younger audiences.
Consequently, the ASA labeled the advertisement as “irresponsible” and in violation of the CAP Code, which sets out the UK’s rules on advertising. They instructed that the advertisement should not reappear in its current format and cautioned Betway against using celebrities who might appeal to those under 18 in future campaigns.
This incident with Betway is part of a broader trend of increasing scrutiny over advertising practices within the gambling industry. In recent years, the UK has tightened its regulations to protect younger audiences from gambling influences, reflecting a global trend towards more stringent advertising policies in the industry.
Historically, the UK has been a leader in regulating gambling to ensure consumer protection and fair play. The introduction of the Gambling Act 2005 brought about significant changes to how gambling is marketed and consumed, emphasizing the importance of keeping such activities within the adult domain. With the rise of digital platforms like Facebook, enforcing these regulations has become increasingly complex, as these platforms have massive global reach and sophisticated targeting capabilities.
This case raises questions about the effectiveness of age-targeted advertising strategies in digital campaigns. While companies can design campaigns to target specific age groups, the reality of how users interact with these platforms can lead to unintended exposure among minors. These challenges highlight the delicate balance between innovative marketing strategies and the necessity for regulatory compliance.
There is also a counterpoint to consider—while the advertisement was deemed inappropriate, it underscores the challenges faced by industries like gambling in navigating the evolving media landscape. As digital platforms enable more precise targeting, the risk of unintended audiences viewing adult-oriented content remains a significant concern. This is a critical consideration not only for regulators but also for companies who must constantly adapt to maintain compliance while still engaging their desired audience effectively.
In related developments, Betway recently found success in a legal dispute in Malta, which ruled in their favor over a winnings disagreement. This outcome may provide some relief for the company amidst the ASA’s recent reprimand, as they continue to navigate the complex regulatory environment of the gambling industry.
Overall, the ASA’s decision underscores the importance of responsible advertising practices, especially in industries where the potential for harm is significant. As regulations continue to evolve, companies like Betway must remain vigilant in ensuring their marketing strategies align with both the letter and spirit of the law to protect vulnerable audiences effectively.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
