The Advertising Standards Authority (ASA) has banned a paid-for gambling advertisement on Facebook that featured a figure strongly resembling Formula 1 champion Sir Lewis Hamilton. The regulator ruled the promotion by Betway had a strong likelihood of appealing to individuals under the age of 18.
Why the Betway Advert Was Deemed Unacceptable
The controversial video promotion, which appeared on the social media platform, depicted a person clearly recognisable as the seven-time world champion. In its defence, Betway argued that the individual was not actually Sir Lewis and that the ad was targeted at users aged 25 and over.
However, the ASA dismissed these arguments. The watchdog concluded that the figure was clearly identifiable as Lewis Hamilton. It emphasised the driver's immense public profile and his substantial social media following among younger demographics as pivotal factors in its decision.
A Pattern of Problematic Promotions
This ruling, made on Wednesday 3rd December 2025, marks the second time in just two months that the advertising watchdog has intervened over promotions linked to Hamilton. In October, a similar ban was imposed on a gambling advertisement for the brand Kwiff, which also featured the F1 star and was judged to have strong appeal to children.
The consistent thread in both rulings is the ASA's focus on the significant influence sports stars hold over young audiences. The authority maintains that using such high-profile figures in gambling advertising can inadvertently target and influence minors, contravening strict advertising codes designed to protect vulnerable groups.
Implications for Sports Endorsements
The consecutive bans signal a clear tightening of enforcement by the ASA regarding gambling advertisements. The decisions underscore a growing scrutiny of how betting firms use celebrity and sports star associations in their marketing, particularly on social media where audience age can be difficult to control.
For brands and ambassadors alike, the message is unequivocal: adverts must be created with the utmost care to ensure they do not strongly appeal to those under 18. The ASA's stance suggests that the mere use of a recognisable likeness of a star with a major youth following, like Hamilton, can be enough to breach the rules, regardless of stated targeting parameters.
This latest action places further pressure on the gambling industry to review its advertising strategies and the use of sporting icons, ensuring promotions are responsibly targeted and uphold the standards required to safeguard minors.
