The UK’s Advertising Standards Authority (ASA) has banned two gambling advertisements featuring Formula 1 driver Lewis Hamilton and the Chelsea Football Club logo, ruling that they could attract the attention of children.
The ads, run by betting firms Kwiff and Betway, were investigated after complaints were lodged earlier this year. Betway’s advert on YouTube, seen in May, showed football fans wearing Chelsea shirts, while Kwiff’s post on X in July promoted the British Grand Prix with an image of Hamilton.
Both companies were found to have breached advertising rules prohibiting the use of public figures or imagery likely to appeal to under-18s.
Hamilton Has «Significant Public Profile»
In Kwiff’s case, the complaint was made by a University of Bristol researcher who argued that Hamilton’s image could influence younger audiences. The ASA agreed, noting that Hamilton has a «significant public profile» and around 150,000 under-18 UK followers on Instagram. The regulator also cited his appearances in the family-friendly video game F1 24 and as a storyteller on the BBC’s CBeebies as further evidence of his appeal to minors.
Kwiff, operated by Eaton Gate Gaming, said the post aimed to drive readers to an editorial article on its website rather than to its gambling platform. However, the firm has since reviewed its social media presence and removed content featuring mainstream athletes.
Betway’s YouTube advert, meanwhile, was found to be displayed on a platform unsuitable for strict age control. The ASA noted that «a significant number of children» could be accessing YouTube with inaccurate age details.
Betway argued that it had the contractual right to use Chelsea’s logo as part of its official betting partnership with the club and that YouTube’s safeguards should have been sufficient to restrict underage viewers. The company also warned that the ruling could «set a damaging precedent for gambling sponsorships in sport.»
Chelsea FC stated that it would continue to work with all its partners to ensure full compliance with advertising regulations.
Kursiv also reports that last weekend, Lewis Hamilton took 4th position at COTA Grand Prix.
