The Advertising Standards Authority (ASA), UK’s independent advertising regulator, has upheld a complaint against Betway Ltd after a YouTube pre-roll advertisement featuring Chelsea FC supporters was found to breach national advertising codes. The decision, published on 22 October 2025, stated that the ad was likely to strongly appeal to under-18s.
The video, part of a Betway Rewards campaign first seen in May 2025, showed fans waving scarves and celebrating in a packed stadium, a depiction the ASA said could glamorise gambling among younger viewers. The regulator ordered the video removed from circulation, stating that it “must not appear again in its current form.”
Betway, a global online betting and gaming operator licensed in multiple jurisdictions, argued that the ad accurately reflected prizes from its official partnership with Chelsea FC and complied with sponsorship obligations.
Digital advertising under greater scrutiny
The investigation focused on the ad’s placement on YouTube and highlighted the limits of its age verification, which relies largely on self-reported data. Such systems fail to adequately restrict minors from viewing gambling-related content.
The case also renewed concerns about the visibility of gambling advertising within Google’s wider ad network. YouTube sits within this ecosystem, which delivers PPC gambling ads where automated targeting tools can inadvertently place gambling content near sports or entertainment videos popular with younger audiences. Regulators warned that such overlap can blur the line between sports fandom and exposure to gambling marketing.
The ruling followed Google Ads gambling policy updates introduced earlier in 2025, which tightened rules for advertiser certification and age targeting. Yet enforcement remains inconsistent, especially on platforms with large youth audiences and shared-device usage.
Stricter rules for gambling ads
Betway said its campaign was aimed at adult customers, but the ASA concluded that presentation and context outweighed intent. The decision marks a tightening of oversight on gambling marketing linked to sponsorships.
The ASA stressed that both advertisers and digital platforms are responsible for ensuring gambling ads reach verified adults. It called for stronger audience controls and closer cooperation between operators and tech companies to maintain responsible standards.
By holding a major brand accountable, the ASA signalled that responsible advertising is now a mandatory benchmark for digital marketing. The ruling is expected to influence how gambling content is promoted across the Google Ads network and other online platforms.
