Britains advertising regulatory body, the Advertising Standards Authority, objected to a betting promotion from Betfred as it appeared during a program favored by children. Despite the streaming service mandating users to be adults, the ASA remained unconvinced that this effectively prevents young viewers from encountering such advertisements. Betfred claimed they were merely adhering to the guidelines established by the platform and their advertising agencies.
The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), agreed with those who filed complaints regarding a recent Befred marketing campaign. While the campaign targeted adults, some elements were deemed too similar to content designed for children, raising concerns about its potential appeal to underage audiences.
This is not the ASA’s first instance of taking action against gambling advertisements, indicating their heightened scrutiny of the industry. They recently reprimanded Mecca Bingo for an Instagram post featuring Baga Chipz, asserting that it conveyed an irresponsible message linking gambling to enhanced self-esteem. A Befred tweet featuring boxer Anthony Joshua also drew their attention due to concerns about his influence on individuals under 18 years of age.
The ASA has issued a warning to Befred, emphasizing the need to ensure their advertisements do not appear in locations with a significant youth presence.