ASA blocks Betway and Kwiff gambling ads over youth reach on YouTube and X

The UK’s advertising regulator has banned gambling advertisements from Betway and Kwiff that appeared on YouTube and X, citing concerns that the ads featuring Lewis Hamilton and Chelsea Football Club branding could reach under-18 users.

The Advertising Standards Authority (ASA) said the ads breached rules designed to prevent gambling marketing from appealing to minors. The decision followed separate investigations into the two firms after complaints were filed earlier this year.

Kwiff ad featuring Lewis Hamilton

Kwiff, operated by Eaton Gate Gaming, ran a post on X in July promoting the British Grand Prix. The post included an image of Formula 1 driver Lewis Hamilton and text about a “huge weekend” for him at Silverstone. It also displayed an “18+” symbol and the BeGambleAware.org logo, along with a link to an article on Kwiff’s website about the race.

According to the ASA, the complaint was lodged by a researcher from the University of Bristol who said the post would likely appeal to viewers under 18. The regulator said Hamilton’s status as a well-known sports figure, his significant online following, and appearances in media accessible to children contributed to this concern.

The ruling cited data showing that Hamilton had about 150,000 Instagram followers under 18 in the UK, had been featured in the F1 24 video game with a three-and-up age rating, and had appeared on a BBC CBeebies program last year.

The ASA stated: “We considered Sir Lewis Hamilton was a notable star within the sport, with a significant public profile and social media following. As such, we considered that Kwiff would have been aware of the possibility that Sir Lewis Hamilton would have a strong appeal to under-18s.”

Eaton Gate Gaming told the regulator that its data indicated Hamilton appealed primarily to adults, not to minors. It said the post was intended to direct readers to an editorial blog separate from the company’s betting platform. Following the ruling, Kwiff reviewed its social media accounts and removed any content featuring mainstream sportspeople.

Betway’s YouTube advertisement and Chelsea branding

In a separate decision, the ASA found that Betway’s YouTube advertisement, seen in May, breached advertising standards. The video featured football fans wearing apparel displaying Chelsea Football Club’s badge.

The regulator said YouTube was not a suitable platform for gambling ads where age-restricted audiences could not be guaranteed. “It was likely that there was at least a significant number of children who had not used their real date of birth when signing up to YouTube,” the ASA wrote.

Betway, which serves as Chelsea’s official European betting partner, said it had contractual rights to use the club’s logo. The operator told the ASA that YouTube’s advertising policies provided additional safeguards to prevent under-18 exposure. The company added that banning the ad could set a “damaging precedent for gambling sponsorships in sport.”

Chelsea Football Club said it will work with its commercial partners to ensure all promotional content meets advertising standards. “Our collaboration with Betway was no exception, and both parties believed the content of this advertisement was fully compliant and adhered to all guidelines,” a club spokesperson said.

Both rulings serve as a reminder of the ASA’s stance on gambling marketing that features high-profile athletes or sports branding on open digital platforms. The authority said operators must ensure that promotional material cannot appeal to or reach audiences under the legal gambling age, regardless of the use of age symbols or disclaimers.