The Advertising Standards Authority (ASA) has banned a paid-for Facebook promotion by gambling firm Betway, which featured a likeness of Formula 1 star Sir Lewis Hamilton, for having a strong likelihood of appealing to individuals under the age of 18.
The Advert and the Complaint
The advertisement, which was seen in July, featured a video shot from behind three Formula 1 drivers in a grandstand. The central figure was clearly identifiable by a red racing suit with the name "Hamilton" emblazoned across the back. The Betway logo was prominently displayed throughout the clip.
Accompanying text in the caption referenced the British Grand Prix at Silverstone, asking: "Will Hamilton maintain his home track dominance? Or can the new gen achieve legendary status?" A complaint was subsequently lodged, challenging whether the ad breached rules by featuring a person with significant appeal to under-18s.
Betway's Defence and the ASA's Verdict
In its response to the ASA, Betway did not dispute that Sir Lewis Hamilton is likely to have strong appeal to under-18s. However, the company argued that his presentation in the ad—with his face not visible—limited this appeal. Betway stated the image was meant to represent the driver but was not actually him, and that his inclusion was minimal, forming part of a broader conversation about the British GP.
The firm provided social media data showing Hamilton has 1.6 million under-18 followers on Instagram (out of 39.7 million) and 92,400 on TikTok (out of 1.4 million). They also noted the ad had age-targeting controls set for users over 25 and ran for a limited time.
The ASA dismissed these arguments. The regulator stated that consumers, including under-18s, would clearly recognise the figure as Sir Lewis Hamilton. It highlighted his status as a "notable star" within F1, with a significant public profile and social media following that gives him strong appeal to younger audiences.
The ASA also noted that Facebook relies on users self-verifying their age, meaning under-18s could falsely claim to be older. It concluded the ad was irresponsible and breached the advertising code.
Ruling and Wider Context
The regulator ruled that the ad must not appear again in its current form and told Betway not to feature individuals with strong appeal to under-18s in future marketing. This marks the second such ruling involving Sir Lewis Hamilton in two months.
In October, the ASA banned a post on gambling firm Kwiff's X account that also referenced Hamilton ahead of the British Grand Prix, citing similar concerns over his appeal to minors based on his public profile and social media following.
These consecutive rulings underscore the ASA's tightening scrutiny on gambling advertisements and the use of high-profile sports personalities whose fame extends to a younger demographic.
