LeoVegas, the international operator of online casinos and sports betting websites, has been ordered by the United Kingdom Advertising Standards Authority to withdraw one of its radio advertisements for BetUK, an online sports betting brand.

The Advertising Standards Authority ruled that the respective advert was “irresponsible” and that it could appeal to children. The advert aired in September 2023 and it featured Adebayo Akinfenwa, a retired football player, who spoke about his role as a brand ambassador for BetUK.

However, in the advert in question Akinfenwa encouraged players to gamble responsibly and also made them aware of the various safer gambling tools available on BetUK, including deposit limits, the possibility of setting time-outs and scheduling reality checks.

The Advertising Standards Authority received just one complaint regarding the advertisement’s possible appeal to children. The respective complaint underlined that the presence of a former football player in the advert could present a strong appeal to children and that would put the advert in breach of the BCAP Code.

LeoVegas Rejects Complaint

The online casino and sports betting operator responded to the complaint by saying that it doesn’t believe the advert appeals to children. LeoVegas and BetUK underlined that Adebayo Akinfenwa is now aged 41 and has retired from football for some time, so it is quite unlikely that he is popular with today’s children.

Moreover, LeoVegas and BetUK pointed out that Akinfenwa was not a huge football star back in the day, he spent most of his career in the lower leagues of English football and not in the Premier League. That makes any potential for appeal to children even lower.

Adebayo Akinfenwa does have a clothing range which made him known outside of the world of football but BetUK underlined that it does not include any products for children, so there shouldn’t be any problem there either.

When looking at the social media accounts associated with Akinfenwa, BetUK pointed out that just 8 percent of his total followers on Instagram were under the age of 18, while on Snapchat the percentage went up to 18 percent.

The sports betting operator also underlined that the advert did not feature any content that would normally be associated with children or a childish tone. Moreover, it was played during a radio show that is targeting an adult audience. Radiocentre, the commercial body for United Kingdom radio stations, decided to support BetUK in this case.

Despite the response, the Advertising Standards Authority decided to uphold the complaint because it was found in breach of the BCAP Code, which states that adverts for gambling products must not be likely to be of strong appeal to children or young persons.

Source: “LeoVegas ordered to withdraw “irresponsible” BetUK radio advert“. iGaming Business. March 13, 2024.

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UK’s fastest-growing sportsbook in 2022 has chosen soccer icon and cult hero Adebayo Akinfenwa to represent it right ahead of the start of the much-anticipated sporting event that will take place between March 14-17, 2023.

Akinfenwa Joins Jockey Legend Scudamore and Golden Boot Winner Sheringham

The betting brand that offers odds for the most beloved sports and greatest sporting events on the planet took the opportunity to announce the exciting partnership with the “biggest-ever ambassador” while presenting its biggest-ever offer for Cheltenham. 

Emphasizing the idea of “the biggest-ever offer” for the upcoming festival, the charismatic player known for his muscular physique can be seen in a brief video on BetUK’s Twitter page encouraging players to download the app to benefit from the current offer: bet £20 ($23,67) and get a £60 ($71) free bet. 

The ex-Wycombe Wanderers striker that was called the strongest player in the world has already initiated its interesting collaboration with BetUK on March 6. 

The player who has joined other iconic brand ambassadors chosen by the operator including champion jockey Peter Scudamore who scooped up eight titles and legendary goal-scorer Teddy Sheringham will be a part of BetUK’s print, radio, social media, and digital ad campaigns promoting the festival.

“Who Doesn’t Love Bayo?”

BetUK’s country manager Matt Bramley has emphasized the amazing popularity that the ex-player nicknamed Bayo continues to enjoy. Bramley further explained that their greatest ever Cheltenham customer offer required their “biggest ever brand ambassador”, which is why they considered Akinfenwa to be the right choice for them. 

The manager also stated that the company was thrilled to welcome Bayo to the team.  As expected by fans, the player used the “size does matter” card with reference to the strapping body that he is best known for when speaking about the new partnership and its dimensions. 

The player who is considered one of the most famous modern English soccer players who never got the chance to play in the Premier League said that he was “massively excited to be teaming up with BetUK” before the head start of the festival. 

“The Beast” called the festival “an epic event” while expressing his certainty that the event will benefit from the “strongest start yet”. 

Sports bettors will get the chance to access the freshest racing tips and offers on BetUK’s official website and social media pages. Special emphasis has also been put on their Scu Selects podcast. 

The latter will present Peter Scudamore’s expertise and tips before the upcoming horse races. 

At the end of January, Bet365 announced the launch of Non-Runner No Bet markets for all Cheltenham Festival races. The live markets will enable bettors to confidently place their wagers on all races part of the event.

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