Gambling Ad Featuring Astrid Wett Ruled Unlawful by UK Regulator

The UKs Advertising Standards Authority (ASA) has determined that a social media advertisement for “Festival Free Bets” by Astrid Wett contravened gambling advertising regulations. The ad, which showcased Wett at Cheltenham Racecourse, was disseminated on X (formerly known as Twitter) in March 2024.

The ASA concluded that the advertisement breached regulations because Wett was only 23 years old at the time, while the rules mandate that gambling advertisements feature individuals over 25. Wett asserted that she was uninformed about the age restrictions, believing that being 18 years old was sufficient.

The ASA stated that Wett expressed regret for the infringement and acknowledged the significance of responsible gambling. However, Festival Free Bets failed to respond to the ASA’s inquiries. The ASA expressed apprehension about the lack of response and disregard for the code.

Consequently, the ASA ruled that Festival Free Bets violated CAP Code rule 1.7.

This regulation specifies that any unwarranted postponement in responding to an ASA inquiry will be considered a breach.

The ASA reminds Festival Free Bets that it has a responsibility to answer queries promptly and requests that it continue to do so going forward.

The ASA reaffirms in its evaluation that individuals under the age of 25 should not play a “key role” in the marketing communications of gambling commercials. The only exception is marketing communications where wagers are placed directly through a transactional platform (such as an operator’s website) and the subject matter of the advertisement is also the topic of the wager.

“Although we recognize that Festival Free Bets is not itself a licensed gambling provider, utilizing it would place consumers in an environment where they interact with gambling services,” the ASA’s assessment states.

“Consequently, we believe that it is irresponsible to have under-25s playing a significant role in their advertising.”

In the end, the ASA decided that Wett was the focus of the advertisement and therefore played a significant role. The agency stated that the advertisement also violated CAP Code rule 1.3, which states that marketing must be conducted ethically.

The advertisement was deemed irresponsible.

The matter has been forwarded to CAP’s compliance team. The ASA has informed Festival Free Bets that the advertisement must not reappear and to ensure that advertisements only feature individuals aged 25 and older.

The ASA has criticized numerous gambling commercials in recent months.

In the month of March, the UK Advertising Standards Authority (ASA) directed LeoVegas to remove a radio advertisement promoting their BetUK sports betting platform. The advertisement featured Adebayo Akinfenwa, a retired professional soccer player, and the ASA determined that it was likely to attract the attention of minors.

The previous year, the ASA examined a complaint regarding a Mecca Bingo advertisement that suggested gambling could enhance self-worth. The complaint was ultimately upheld.

Last month, in anticipation of the upcoming 2024 European Championship, the ASA once again highlighted its advertising guidelines for gambling operators. Operators are prohibited from employing individuals under the age of 25 in their advertisements, including soccer players. Advertisements must also not appeal to individuals under the age of 18.

Sign up for the iGaming newsletter.