The Advertising Standards Authority (ASA) has decided that a “Festival Free Bets” advertisement displayed on X (formerly Twitter) by Astrid Wett broke gambling advertising regulations because she was younger than 25.

The advertisement, published on March 12, 2024, showcased Wett in a photograph at Cheltenham Racecourse. Concerns were raised about whether the advertisement breached gambling advertising rules as Wett was only 23 at the time.

The ASA’s response indicated that Wett claimed she was not aware of the age limitations for gambling advertising outlined in the CAP Code. She believed being 18 was adequate.

The CAP Code sets out rules for specific advertising channels in the United Kingdom.

The ASA stated that Wett apologized for breaking the rules and comprehended the significance of responsible gambling promotion.

However, Festival Free Bets did not reply to the ASA’s inquiries. The agency expressed worry about the “lack of response and apparent disregard for the code.”

Following this, the ASA determined that Festival Free Bets violated CAP Code rule 1.7.

This regulation stipulates that any unwarranted postponement in reacting to an ASA examination will be deemed a breach.

The ASA reminds Festival Free Bets that it is bound to answer inquiries promptly and demands that it continue to do so.

In its evaluation, the ASA restated that individuals under the age of 25 should not play a “substantial role” in the marketing communications of gambling promotions. The only exception is marketing communications where the wager is placed directly through a transactional platform (such as the operator’s website) and the subject of the promotion is also the subject of the wager.

“Although we recognize that Festival Free Bets itself is not a licensed gambling provider, using it would put consumers in a position to engage with gambling services,” the ASA’s evaluation stated.

“Consequently, we believe that it is reckless to feature individuals under the age of 25 in a substantial role in their advertising.”

The advertisement was judged reckless.
Finally, the ASA determined that Wett was the focus of the promotion and therefore played a significant role. The agency stated that the promotion also violated CAP Code rule 1.3, which specifies that marketing must be conducted responsibly.

The issue has been forwarded to CAP’s compliance team. The ASA informed Festival Free Bets that the advertisement must not reappear and to ensure that only individuals over the age of 25 appear in the advertisement.

The ASA has censured numerous gambling promotions in recent months.

In the month of March, the UK’s Advertising Standards Authority (ASA) directed LeoVegas to remove its BetUK sports betting radio advertisement. The commercial featured former professional soccer player Adebayo Akinfenwa, and the ASA determined that it could be appealing to minors.

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

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

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