London’s Advertising Standards Authority (ASA) has ruled against Hollywoodbets for breaching advertising rules by targeting minors under 18 on the Virtual Football League (VFL) website. The offending ad promoted offers such as “UP TO £30 back as free bets + 20 free spins,” featuring sports imagery visible even to a registered user aged 16. The ASA determined this violated rules 16.1, 16.3, and 16.3.13 of the CAP Code Edition 12, specifically regarding gambling advertisements directed at or likely to appeal to minors.
UK Digital Secretary Lucy Frazer praised the ruling as a “necessary step to protect vulnerable young people from inappropriate exposure to gambling marketing.” The ASA emphasized its commitment to preventing gambling ads from reaching minors, reflecting growing public concern and regulatory responsibility.
The ASA decision is grounded in UK advertising regulations under the CAP Code, which explicitly prohibits gambling adverts that could appeal to under-18s regardless of intent. These rules stress strict audience targeting and recognize that age verification alone is insufficient if tone or imagery attracts younger viewers. This framework supports socially responsible advertising aligned with the Gambling Act 2005 and its amendments.
Market analysts suggest increased ASA scrutiny will pressure gambling operators to improve compliance systems, increasing operational costs and limiting promotional reach. The ruling may accelerate government efforts to tighten advertising regulations and age verification processes, amplifying regulatory complexity and influencing industry growth.
Beyond economics, stricter rules aim to reduce youth gambling exposure and associated social risks, supporting public health goals.
As regulatory storms intensify around gambling advertising, the key question remains whether these measures will effectively curb underage engagement—or prompt industry pushback challenging the limits of responsible marketing.
