ASA Upholds Ban on Hamilton-Themed Advertising
On 3 December, the UK advertising regulator ASA banned a Betway advertisement on Facebook that had been published on 4 July 2025.
What the Betway Advertisement Showed
The video featured three Formula 1 drivers standing in a grandstand with their backs to the camera. Union Jack flags were displayed on both sides of them. The middle driver was wearing a red racing suit with the name HAMILTON printed across the back. The Betway logo appeared throughout the video.
The caption accompanying the video asked who would be the best of the British drivers at the British Grand Prix. It also mentioned Lewis Hamilton by name and included a chequered flag and trophy emoji.
Why the Advertisement Was Found to Breach the Rules
Complaint About Appeal to Minors
A complaint was submitted to the ASA over a potential breach of the rules banning the use of personalities who are popular with under-18s. The investigation was conducted under the CAP Code, which regulates gambling advertising.
Under these rules, betting and casino advertising must not feature individuals whose example may be significant for people under the age of 18.
Betway’s Arguments
Betway did not deny that Lewis Hamilton is popular with under-18s. However, the operator argued that his face was not shown in the advertisement and that he was only presented from behind, which they claimed reduced the appeal to younger audiences.
Betway also stated that the ad was shown exclusively to users aged over 25. According to the company, the majority of interactions with the ad came from users aged over 45.
The company provided data on Hamilton’s social media following: 1.6 million under-18 followers out of 39.7 million on Instagram, and 92,400 under-18 followers out of 1.4 million on TikTok. Betway considered these figures to be insignificant.
ASA’s Position on the Use of Hamilton’s Image
Recognisable Even Without Showing His Face
The ASA rejected Betway’s arguments, stating that a figure wearing a red racing suit with the name HAMILTON on the back is easily recognisable. The regulator concluded that even without a direct view of the face, consumers, including teenagers, could clearly identify the driver.
It was also noted that Lewis Hamilton is a seven-time Formula 1 World Champion and a widely known public figure in the UK, whose name is well known to younger audiences.
Assessment of Under-18 Exposure to the Advertisement
Age Verification on Facebook
The ASA took into account that, at the time the ad was published, Facebook relied on self-declared age verification during account registration. This meant that users under 18 could enter false age details and gain access to content intended for adults.
The decision also referred to data from Ofcom showing that a significant number of teenagers in the UK use Facebook despite the platform’s age restrictions.
Code Breach and Requirements for Betway
Which Rules Were Violated
The ASA stated that the advertisement breached the CAP Code, including rules 16.1, 16.3 and 16.3.12, which govern gambling advertising. The main violation was the use of a personality with a high level of popularity among under-18s.
The advertisement was deemed irresponsible in terms of protecting minors.
Consequences for the Operator
The regulator ordered Betway to stop using the advertisement in its current form. The operator was instructed that similar advertising must not be published again in the future.