A legal sports betting advertisement has caught the attention of a British regulator.
The Advertising Standards Authority — an advertising watchdog in the United Kingdom — has ruled that a piece of marketing shared on social media by bet365 is prohibited.
The ad, which was published on Twitter via Sky Sports Premier League’s account, features European soccer star Granit Xhaka and footage with bet365 branding from a February 2023 match between Arsenal and Manchester United. The ASA ruled that the ad breached its code as it included an individual who was likely to appeal to minors.
In response to the ruling by the ASA, bet365 has contested that the ad was part of an official sponsorship with Sky Sports Premier League. Bet365 vowed that the media arm was responsible for the ad’s video production and that it was created separately from the text that the operator provided. Bet365 claims that the text was intended for users over 25 years of age.
Bet365 also believes that its five-second text portion in the ad failed to appeal to minors due to Sky Sports Premier League’s Twitter account having 0.2% of its users be under the age of 18.
Despite the disputes by bet365, the ASA upheld its ruling due to the operator’s willingness to promote the tweet. The ASA also stated that pro soccer players are likely to appeal to minors.
New rules going forward
As a result of the breached code, bet365 is prohibited from running the ad in its current form. Bet365 must also continue to ensure that its ads exclude individuals who appeal to minors.
Sports betting in the United Kingdom has been under scrutiny. In 2022, gambling operators were banned from publishing ads that included soccer players and other high-profile athletes. The decision was made ahead of the 2022 FIFA World Cup.
The ban does not include the marketing of club sponsors. Several British pro soccer clubs, including the Premier League’s Everton, have secured kit sponsorship deals with gambling companies and operators. However, as a result of recent issues, front-of-shirt deals will be banned at the start of the 2026-27 season.
Global business
Bet365’s issues in Europe come as the operator expands its reach in North America. In June, the company debuted in Iowa, bringing its total number of online betting sites in the U.S. to five.
The sportsbook, which has more than 63 million customers worldwide, is also live with online wagering in Colorado, New Jersey, Ohio, and Virginia.
