Betway censured by ASA over West Ham’s Declan Rice YouTube video
Sports betting operator ordered to remove video over use of individual under 25
Betway has been instructed by the Advertising Standards Authority (ASA) to take down a YouTube video featuring West Ham United midfielder Declan Rice for contravening age-related advertising rules.
Rice, who is 20 years old, was featured in a video entitled “Declan Rice Car Clamp Prank!” on Betway’s YouTube channel, in which he was the victim of a prank featuring an individual masquerading as a traffic warden.
The video included characters dressed in West Ham home shirts emblazoned with the Betway logo, while Rice himself changed into a plain white t-shirt midway through the video.
It closed with the tagline “Heed Your Hunch” before displaying the Betway logo and responsible gambling messaging.
A complainant challenged whether the video had breached ASA codes on the prominent featuring of individuals under the age of 25 in gambling advertising.
Under the rules, which were first introduced in February 2019, the use of sports persons, celebrities or other characters in a significant role who are, or appear to be, under 25 in gambling ads is expressly prohibited.
In response, Betway acknowledged that while Rice was under 25, they did not consider the YouTube video to be an ad or to contain promotional content, and therefore it did not breach these rules.
Betway argued that the video did not feature a player in a sporting context, did not refer to a specific market and any specific odds or promotions.
In addition, the operator cited the fact there was no link to the Betway website where a bet could be placed.
Betway therefore considered the video to be editorial content rather than an advertisement for its services.
In response, the ASA noted the fact the video was shown on Betway’s YouTube channel and predominantly featured football players wearing football shirts with a prominent Betway logo.
However, the ASA claimed it was a promotional video due to the presence of the Betway logo and that the “Heed Your Hunch” claim would encourage consumers to think about placing a bet.
The ASA also ruled that as Rice was under 25 and had played a significant role in the video, it had breached the CAP code and Betway was ordered to
remove the video from YouTube.
Picture Credit: Betway