UK Advertising Standards Authority (ASA) intervened by preventing ads campaigning for gambling that appeared with Formula 1 racing driver Lewis Hamilton. She argues that these sugary ads dangerously appeal to underage audiences. Our previous research examined social media discussions around Hamilton’s virtual success in the F1 24 video game. While this game is rated for ages three and up, Hamilton’s unprecedented public visibility was key to that decision.
Hamilton boasts over 150,000 UK-based under-18s Instagram followers. He made a splash recently by starring in a promotional post on behalf of gambling company Kwiff. As recently as June, this T4 post praised what was dubbed a “monster weekend” for Hamilton at the British Grand Prix. The ad included the “18+” symbol and BeGambleAware.org logo. The ASA ruled that it was nevertheless capable of appealing to those under 18.
“We considered Sir Lewis Hamilton was a notable star within the sport, with a significant public profile and social media following,” the ASA stated in its ruling. They stressed that Kwiff must have understood the opportunity for Hamilton to attract younger demographics.
Hamilton was also the cover star of the F1 24 video game, further cementing his crossover appeal. He is also a former storyteller on BBC’s CBeebies, further increasing his appeal to children and young audiences. The ASA’s ruling noted that any character with strong appeal to those under 18 should not be included in gambling advertisements.
Eaton Gate Gaming, Kwiff’s parent company, strongly stood by its advertising tactics. In a surprise move, they disclosed that their data indicated Hamilton drew an older audience, not people under 18. Despite this being the basis of KA’s defence, it was not enough to influence the ASA ruling against them.
The ASA found that its advertisements had broken the rules and banned them. Betway, another gambling company running identical promotions, was similarly banned. In response, Kwiff claims to have combed its social media feeds and deleted posts that included traditional athletes.
The ASA made a strong argument on its commitment to shield the most impressionable audiences from damaging advertising ploys. “As such, we considered that Kwiff would have been aware of the possibility that Sir Lewis Hamilton would have strong appeal to under-18s,” they stated.