The UK Advertising Standards Authority (ASA) has issued a ban on Hollywoodbets for displaying a gambling advertisement on an esports platform accessed by an underage user. This case highlights the regulatory push for stricter control over gambling ads featuring affiliate marketing.
Why Was Hollywoodbets’ Ad Banned?
On April 10, 2025, a gambling banner promoting Hollywoodbets appeared on the esports platform the-VFL.com for a 16-year-old user who had accurately registered their age. The ad promised up to £30 in free bets and 20 free spins, including a call-to-action urging users to “SIGN HERE.” Hollywoodbets operates as a popular betting brand but faced criticism for violating marketing regulations meant to protect minors.
Ad Placement and Affiliate Involvement
The advert appeared on the-VFL.com, a platform for esports football players participating in the EA Sports FC Virtual Football League. The ad was managed via Hollywoodbets’ affiliate partner, Clever Advertising. The affiliate asserted that the site primarily caters to adults due to its technical nature and competitive environment, referencing demographic data claiming less than 25% of users were under the age of 18. However, the failure to block registered minors from the ad led to regulatory attention.
The ASA’s Findings
Violation of Gambling Advertising Rules
The ASA found the ad to be in breach of several rules under the CAP Code:
- Rule 16.1: Gambling advertising should be socially responsible.
- Rule 16.3: Ads must not target individuals under 18 years old.
- Rule 16.3.13: Gambling promotions should not be visible to minors in media where children form a significant audience segment.
Since the 16-year-old user was logged in with their correct age details, the platform had direct knowledge of their underage status, solidifying that there was a breach of these advertising rules.
Hollywoodbets’ Responsibility
This case sets a precedent where operators, like Hollywoodbets, are held accountable for the actions of their affiliates. While the ad placement was subcontracted to Clever Advertising, the ASA stated that the ultimate responsibility for protecting minors lies with the brand itself.
ASA’s Regulatory Directive and Industry Impacts
Following the violation, Hollywoodbets has been ordered to immediately cease using the advertisement on platforms like the-VFL.com and ensure tighter compliance in the future. The ASA emphasized the necessity of using advanced targeting methods to prevent promotions from reaching minors, including situations involving affiliates.
This decision underscores the rising demand for accountability in gambling advertising, especially in the esports space, where younger audiences may be present. Operators are now expected to maintain higher vigilance across all marketing campaigns, even when third-party affiliates place ads on their behalf.
Conclusion
The Hollywoodbets ad ban showcases the increasing scrutiny faced by gambling companies in the UK. The ASA’s firm stance on holding operators accountable for their affiliates sets a clear example for the broader iGaming industry. By enforcing stricter measures, regulators aim to ensure that underage audiences remain protected from promotional gambling content.
