UK Advertising Watchdog Condemns Betway’s Formula 1 Advertisement for Irresponsibility
Introduction to the ASA’s Action Against Betway
The UK Advertising Standards Authority (ASA) has issued a reprimand to Betway concerning an advertisement featuring Formula 1 drivers. The regulator’s primary concern was that the ad might attract the attention of underage audiences, prompting a demand for its removal.
Details of the Complaint Regarding Betway’s F1 Advertisement
The complaint highlighted that the advertisement breached the CAP Code, which governs gambling promotions in the UK. This code includes stringent rules to prevent marketing that might appeal strongly to children. The specific ad, visible on Facebook on July 4, 2025, depicted three Formula 1 drivers seated in a grandstand, with British flags waving nearby. The central figure wore a race suit labeled “HAMILTON,” and the ad posed the question, “Who’s the best of the Brits?” Betway’s brand logo was prominently displayed.
The caption accompanying the ad mentioned several competitors vying for top status at the Silverstone circuit and invited fans to speculate whether Hamilton would maintain his dominance at his home race.
The complaint argued that featuring Lewis Hamilton, a popular figure especially among younger viewers, violated UK gambling advertisement standards due to his strong appeal to minors.
Betway’s Response to the Accusations
In defense, Betway contended that Formula 1 is generally seen as an adult-oriented sport with a moderate risk of appealing to underage audiences. The company clarified that the “Hamilton” character in the ad was not actually Lewis Hamilton, as evidenced by the depiction limited to a back-of-head view. They also pointed out that the real Hamilton’s involvement in the campaign was minimal.
Furthermore, Betway challenged the notion of Hamilton’s significant influence over younger viewers, citing that minors represent only a small fraction of his social media audience. The platform also emphasized that the advertisement was available for a brief period and was specifically targeted at users aged 25 and above.
ASA’s Decision and Implications for Gambling Advertisements
Despite Betway’s arguments, the ASA upheld the complaint. Citing evidence that many children falsify their ages on social media platforms, the ASA reasoned that a sizable number of minors could have accessed content intended exclusively for adults, including posts from verified gambling accounts.
The authority acknowledged Lewis Hamilton’s status as an F1 Hall of Famer and his notable visibility, which could strongly impact younger audiences. Consequently, the ASA termed the advertisement “irresponsible” and found it in breach of the CAP Code.
The ASA instructed that the advertisement must not be shown again in its current form. Additionally, it warned Betway to avoid featuring celebrities with substantial appeal to under-18s in future promotional materials.
Additional Context
In separate developments, Betway recently received support from a Maltese court in a dispute concerning a £32,000 winnings claim, illustrating ongoing challenges and legal matters in the gambling sector.
