UK bans gambling ads featuring Lewis Hamilton and Chelsea logo in move to protect children

The UK’s Advertising Standards Authority has prohibited gambling advertisements using Lewis Hamilton and Chelsea team logos due to their appeal to under-18s, marking a crackdown on sports-related marketing targeting youth.

Gambling advertisements featuring prominent sports figures and team logos have been banned in the UK amid growing concerns about their influence on children. The Advertising Standards Authority (ASA) has taken decisive action against two recent adverts that prominently featured the Formula 1 racing driver Lewis Hamilton and the Chelsea football club logo, concluding these were likely to strongly appeal to under-18s. The adverts, issued by the gambling firms Kwiff and Betway, were removed following investigations triggered by complaints.

The ASA’s ruling focused on a Kwiff post on X promoting the British Grand Prix using an image of Hamilton, as well as a Betway YouTube advertisement that showed football fans wearing Chelsea badges. Both campaigns were deemed problematic due to their attraction to younger audiences, despite being accompanied by age restriction markers such as “18+” symbols and responsible gambling logos. Kwiff defended the use of Hamilton’s image by citing data that suggested the driver’s appeal was primarily to older audiences and noted the post was intended to draw attention to an editorial blog separate from its gambling platform. However, the ASA found that Hamilton’s significant following among under-18s on social platforms and his presence in youth-accessible media undermined this argument. It referenced Hamilton’s 150,000 UK-based Instagram followers under 18, his inclusion in the F1 24 video game with a broad age rating starting at three years, and his involvement in a BBC CBeebies programme as indicative of his broad youth appeal.

The ASA also admonished the two companies for featuring characters and imagery with strong appeal to children and reinforced their warning that such content should not be included in gambling adverts. Kwiff reportedly responded by reviewing and removing social media content that featured mainstream sports celebrities.

This decision aligns with a broader regulatory push in the UK to curb the exposure of children to gambling marketing. Recent legislative frameworks have increasingly aimed to restrict gambling endorsements by popular celebrities, sportspeople, and social media influencers who attract underage audiences. Industry observers note that the UK represents one of the largest gambling markets globally, and safeguarding children from early exposure to betting promotion is a top priority for regulators.

Concerns about gambling marketing’s reach into youth culture extend beyond advertisements. Academic research from institutions like Goldsmiths, University of London, and the University of East Anglia has highlighted the pervasive presence of gambling logos even in children’s football magazines and collectible stickers, raising further alarms about underage exposure. Moreover, reports into Premier League football clubs’ compliance with gambling marketing guidelines indicate that about half continue to violate codes designed to prevent targeting children, casting doubt on the effectiveness of self-regulation within the sport.

Critics argue these findings highlight a deep-rooted issue with the visibility of gambling branding in children’s environments, potentially normalising betting from a young age. The ASA’s recent action against Kwiff and Betway might signal a stricter regulatory stance and increased scrutiny of gambling marketing practices involving sporting celebrities and teams.

At the time of reporting, both Betway and Kwiff had been contacted for comments, alongside representatives for Lewis Hamilton and Chelsea Football Club, but no statements had been received. The ASA’s rulings underscore the heightened sensitivity around gambling advertising and its potential impact on vulnerable young people, reinforcing the regulator’s commitment to protect under-18s in a landscape increasingly intertwined with sports and celebrity culture.

📌 Reference Map:

• Paragraph 1 – ^[1] BBC, ^[2] The Standard
• Paragraph 2 – ^[1] BBC, ^[4] ASA
• Paragraph 3 – ^[1] BBC, ^[4] ASA
• Paragraph 4 – ^[1] BBC, ^[5] Euronews
• Paragraph 5 – ^[6] Goldsmiths University & University of East Anglia, ^[7] Gambling News
• Paragraph 6 – ^[6] Goldsmiths University & University of East Anglia, ^[7] Gambling News
• Paragraph 7 – ^[1] BBC

Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
10

Notes:
The narrative is current, with the ASA’s ruling on 22 October 2025 being the earliest known publication date. No evidence of recycled content or earlier versions with differing details was found. The report is based on a recent press release from the ASA, which typically warrants a high freshness score.

Quotes check

Score:
10

Notes:
No direct quotes were identified in the provided text. The information appears to be paraphrased from the ASA’s official ruling and related news articles. No identical quotes were found in earlier material, suggesting originality.

Source reliability

Score:
10

Notes:
The narrative originates from reputable sources, including the BBC and The Standard, which are known for their journalistic integrity. The ASA’s official ruling is also cited, adding credibility to the report.

Plausability check

Score:
10

Notes:
The claims made in the narrative are plausible and align with the ASA’s recent actions and guidelines regarding gambling advertisements. The report provides specific details, such as the ASA’s ruling on 22 October 2025 and the involvement of Lewis Hamilton and Chelsea FC, which are consistent with known facts.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is current, original, and sourced from reputable outlets. It accurately reflects the ASA’s recent ruling and provides specific, verifiable details, indicating a high level of credibility.