ASA Upholds Complaint Over Betway Chelsea FC Ad

United Kingdom.– October 23, 2025 – www.zonadeazar.com  The UK Advertising Standards Authority (ASA) has ruled that a YouTube advertisement by Betway Ltd., featuring fans of Chelsea FC and their club branding, breached gambling advertising rules by being “likely to be of strong appeal” to under-18s.

Overview

The advertisement, shown in May 2025, depicted fans with Chelsea FC scarves, hats and clothing alongside a stadium experience, promoting Betway’s rewards scheme. 
A complainant argued that the prominent use of the club’s logo made it disproportionately attractive to children.

Details / Context

Betway’s defense included claims that the campaign was targeted at YouTube users aged 25+, used adult competition winners rather than paid actors, and that research showed increased brand awareness among users aged 55+. 
However, the ASA found that the pervasive display of the club’s logo on fan apparel and stadium-themed visuals exceeded the narrow exception for “identifying a subject of gambling activity” and rendered the ad likely to appeal strongly to minors. 
Further, YouTube’s age-verification was deemed inadequate given research showing 81% of 8-17 year-olds use social media and many may register with false birthdates. 
The advertisement was found in breach of CAP Code sections 16.1, 16.3 and 16.3.12 relating to gambling marketing.

Future Outlook

The ruling sends a powerful signal that sports-brand imagery and stadium settings in gambling ads will attract enhanced regulatory scrutiny in digital platforms readily accessible by minors.
For iGaming operators, ensuring proper segmentation, robust age-gate controls and avoidance of youth-oriented branding will be key to compliance.

🔗 Edited by: @_fonta www.zonadeazar.com