The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), intervened following a grievance regarding a promotion by BetUK, a company under the LeoVegas group.
The problem? The advertisement showcased ex-footballer, Adebayo Akinfenwa, nicknamed “The Beast” for his remarkable power. Although Akinfenwa serves as a BetUK representative and the advertisement advocated for responsible gaming resources, the ASA deemed his appearance potentially overly attractive to youths.
BetUK contended that Akinfenwa, having concluded his professional football career and never participating in the Premier League, was unlikely to hold significant appeal for individuals below 18 years of age. They even furnished data concerning his social media audience to support their assertion.
Nevertheless, the ASA determined that employing a well-known athletic personality, irrespective of their retirement status, remained in violation of regulations established to safeguard young individuals.
The United Kingdom’s Advertising Practices Board (APB) initiated an inquiry into a BetUK promotional campaign that featured retired soccer star, Adebayo Akinfenwa. Akinfenwa, known as “The Beast” due to his physical power, is a well-liked personality in soccer and video game communities, even appearing in the Amazon Prime series “Beast Mode On.” The APB expressed worry that his substantial online presence, which they considered “highly influential,” could particularly attract individuals below the age of 18.
This examination comes after a comparable situation where Sky Betting and Gaming received a reprimand for a social media update showcasing Gary Neville. The APB’s measures have ignited discussions regarding the UK’s gaming regulations, with legal authorities such as Imogen Moss from Poppleston Allen offering perspectives on the potential consequences for the sector in 2024.
