The UK Advertising Standards Authority (ASA) has ruled that a Betway Facebook ad featuring Formula One imagery violated gambling marketing rules. The regulator determined that the ad, linked to Sir Lewis Hamilton, strongly appealed to under-18s and appeared on a platform that cannot reliably block minors.
Hamilton Imagery Attracted Under-18 Audiences
The ASA reviewed a paid Facebook video ad released in July 2025. The clip showed three F1 drivers from behind, with the central figure wearing a red race suit labeled “Hamilton” and flanked by Union Jack flags. Betway branding appeared throughout, accompanied by messaging about Hamilton’s prospects at the British Grand Prix.
A complaint argued that the ad exploited Hamilton’s image, which naturally attracts younger audiences. Betway defended the campaign, explaining it avoided showing Hamilton’s face and presented him as a back-view silhouette, claiming this complied with marketing guidelines. The company also highlighted that the campaign targeted users aged 25+, and that engagement data skewed toward older demographics.
However, the ASA disagreed. It concluded that even with his face hidden, Hamilton remained instantly recognisable to minors. As a seven-time world champion and one of Britain’s most prominent sporting figures, his presence—even implied—carried strong appeal to under-18s.
Facebook Targeting Failed to Protect Minors
The ASA also raised concerns about Facebook as a distribution channel. Its age-verification relies mainly on self-reported data, allowing many minors to access adult-marked content. Research shows that more than half of 16- and 17-year-olds use Facebook, and younger children often maintain accounts despite platform restrictions. Consequently, the ASA stated that Facebook cannot reliably exclude under-18s, making it unsuitable for gambling promotions aimed only at adults.
CAP Code Violations Confirmed
By using imagery closely associated with Hamilton, Betway breached CAP Code rules 16.1, 16.3, and 16.3.12, which prohibit gambling ads featuring individuals with strong youth appeal. The ASA described the ad as irresponsible, noting that the back-view presentation did not lessen its impact.
As a result, Betway must not use the ad in its current form. The company has also been instructed to avoid featuring prominent personalities with large youth followings in future marketing campaigns.
Moving Forward
This ruling emphasizes the importance of careful celebrity use in gambling marketing. Operators must consider both the platform and the potential appeal of personalities to younger audiences. By following these rules, companies can ensure they protect minors while running responsible promotional campaigns.
