UK Bans Gambling Ads Featuring Lewis Hamilton and Chelsea Logo Over Child Appeal Concerns
Two gambling companies – Kwiff and Betway – have had their advertisements banned in the United Kingdom after regulators ruled that the promotions could unduly appeal to children.
The Advertising Standards Authority (ASA) announced the decision on Wednesday following investigations into complaints about the adverts, which featured Formula 1 driver Lewis Hamilton and the Chelsea Football Club logo.
According to the ASA, Betway’s YouTube advert, released in May, showed football fans wearing clothing with the Chelsea badge, while Kwiff’s July post on X (formerly Twitter) promoted the British Grand Prix with an image of Hamilton.
Both firms were found to have breached advertising rules that prohibit gambling content from including public figures or imagery likely to attract those under 18.
The complaint against Kwiff, operated by Eaton Gate Gaming, was filed by a University of Bristol researcher who raised concerns that Hamilton’s global fame and strong youth following made the post particularly appealing to minors.
Kwiff argued that the post was intended to direct users to an editorial article on its website — separate from its betting platform — and not to promote gambling directly. The company added that data suggested Hamilton primarily appealed to adults.
However, the ASA disagreed, citing Hamilton’s large under-18 following on Instagram, his appearance in the F1 24 video game (rated suitable for ages three and above), and a previous BBC CBeebies storytelling feature, as evidence of his strong youth appeal.
“We considered Sir Lewis Hamilton to be a high-profile figure with significant appeal among younger audiences,” the ASA stated, adding that Kwiff should have been aware of this before using his image.
Following the ruling, Kwiff said it had removed all content featuring mainstream sports figures from its social media pages.
In a separate ruling, Betway’s advert was also found to have violated ASA guidelines. The regulator noted that YouTube was not an appropriate platform for gambling ads featuring sports clubs, as it was impossible to ensure full age restrictions.
The ASA added that many children were likely using YouTube with false age information, increasing the risk of underage exposure.
Betway, which serves as Chelsea’s official European betting partner, defended its actions, saying it had contractual rights to use the club’s logo and that YouTube’s ad policies already included safeguards against minors viewing age-restricted content.
Nonetheless, the ASA upheld the complaint, saying that both adverts breached UK gambling ad codes designed to protect children.
The BBC said it had reached out to Betway, Kwiff, Chelsea FC, and Lewis Hamilton’s representatives for comment, but none had responded as of press time.
