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ASA Orders Withdrawal of LeoVegas' BetUK Radio Advert

The UK Advertising Standards Authority (ASA) has mandated the withdrawal of a radio advertisement for the bookmaker BetUK, operated by online casino operator LeoVegas. The ASA deemed the advert irresponsible due to its potential appeal to children.

The commercial, featuring former footballer Adebayo Akinfenwa, aired in September 2023. In the ad, Akinfenwa, a brand ambassador for BetUK, discussed safer gambling tools available to players, emphasizing responsible gambling practices.

Following a complaint regarding the ad's appeal to under-18s, LeoVegas and BetUK argued against the claim. They asserted that Akinfenwa, at 41 years old and a retired football player, is unlikely to appeal to children, thus refuting concerns about the advert's impact on underage audiences.

14 March 2024, 14:15

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