Betfair Ad Gets Green Light by ASA Despite Underage Audience Worries

A radio advertisement by Betfair in the UK was under scrutiny by the country’s regulator of advertising, the Advertising Standards Authority (ASA).

ASA Probes Radio Ad by Betfair

The regulatory probe follows a complaint filed against an advertisement of the popular betting and gaming brand which aired via Radio X on September 3, 2024. The ad in question promoted Betfair online casino’s Prize Pinball game.

Considering the advertisement aired in the morning, the Authority launched an investigation into whether or not the brand breached the regulations by airing an ad that could be heard by individuals 18 or younger. The ASA’s probe sought to determine if PPB Entertainment Ltd, trading as Betfair, breached the BCAP Code Rules 32.3 and 1.2, related to scheduling and social responsibility respectively.

The Authority Clears the Ad, Confirms No Breach by Betfair

As it is usual with such investigations, the ASA requested a response from Betfair. The company confirmed that the advertisement in question was greenlighted by Radiocenter ahead of its broadcast. In addition, the popular betting and gaming brand confirmed that the ad was scheduled in a way that complies with the ASA’s guidance.

Notably, Betfair said that Radio X, the radio station that aired the ad, featured classic and current rock, as well as alternative and indie music. Per the brand’s report filed with the Authority, the aforementioned genres are popular among audiences aged 25 to 44 years old.

Betfair also confirmed that its ad targeted listeners who were aged 25 or older and pointed to data that confirmed an estimated 88% of the radio station’s audience fell in that age group. In addition, Radio X doesn’t feature new music hits such as pop, that are typically interesting for young adults and children. The ASA explained that Betfair “confirmed that the ad was not broadcast on linear radio and the individual who heard the ad would have been registered as over 25.”

“We investigated the ad under BCAP Code Rules 1.2 (Social Responsibility) and 32.3 (Scheduling) but did not find it in breach,“

explained the ASA

The ASA acknowledged the evidence presented by the gambling operator. The Authority also pointed to the extra restrictions about the ad itself which “had been targeted to only those who were logged-in users registered over the age of 25.”

In its ruling, the ASA also pointed to the overwhelming majority of Radio X’s audience above the age of 25 which represented 88%. In the end, the ASA considered that there had been no breach of the BCAP Code Rules by Betfair. As a result, the Authority concluded that there was no further action necessary.