Verdict against BetVictor Upheld by ASA

Verdict against BetVictor Upheld by ASA

Because it was 'likely to have great attraction to under-18-year-olds,' the ASA concluded that the ad violated the UK's code of conduct.

As a defence against the verdict, BetVictor argued that it had not broken the code since "CAP guidance stated that when a person or character was used to illustrate a subject of strong appeal to under-18s, their association with the subject was not a basis alone for the ASA to find an ad in breach of the Code."

Not only that, BetVictor pointed out that neither player was a superstar like Messi or Ronaldo, but they also hadn't played against a Premier League team since 2019 and hadn't faced either England or Wales when the commercial ran.

Marketing communications for gambling products must not be expected to be of strong attraction to minors or young persons, notably by reflecting or being linked with youth culture, as specified in the Code since 2022, which the ASA considered to be a violation. They can't feature any figure or person whose actions could be emulated by people under the age of 18 or who had a significant attraction to that demographic.

"This latest ruling gives us a clearer picture of which football players the ASA considers to be captured by the new guidelines," commented Felix Faulkner, a solicitor at Poppleston Allen, in comments on the ruling.

"This ruling expands the scope beyond what the ASA has previously examined in terms of the Committee for Advertising Practice (CAP) guidelines that came into effect in October last year. It is the first time we've had a ruling on players who play for teams outside the UK."