ASA Says Fitzdares Ad Featuring Stuart Broad Followed Rules
The Advertising Standards Authority (ASA) has announced it has dismissed a complaint UK bookmakers Fitzdares breached gambling advertising rules when it collaborated with former England cricketer Stuart Broad for a series of charity bets, that this campaign would appeal to young people under eighteen.
LISTEN TO THIS ARTICLE:Stuart Broad became the premier brand ambassador of UK bookmaker Fitzdares in August last year. After becoming an ambassador for Fitzdares, Broad revealed on social media he had been given a free charity bet of £500 by the bookmakers each month.
GambleAware, the organization that aims to reduce gambling harms, raised a complaint with the ASA that it believed that the bookmaker was using a personality who may appeal to children. This would breach the CAP code of the ASA which states gambling marketing campaigns must not include personalities that are likely to influence or appeal to young people.
Fitzdares responded by saying they had carried out a comprehensive risk assessment of Stuart Broad and were satisfied that he did not have a strong appeal to under-18s in compliance with the CAP code. The bookmaker provided a comprehensive breakdown of the social media data for Stuart Broad, and it demonstrated he had hundreds of thousands of follower across social media platforms and that only around 1% of this total were registered as under 18s.
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The ASA Assessment
In its assessment the ASA said they felt that as a retired international cricketer it did not feel Stuart Broad would appeal to young people and had categorized him as low risk in this regard.
It looked at Stuart Broad as a personality and former sports star and said he appeared on sports shows and talk shows. However, it concluded that these adult-orientated appearances would not influence young people under eighteen.
Stuart Broad was a retired England cricket player […] We considered that during his prime, he was one of the most prominent and well-known sportspeople involved in cricket. However, since his retirement, his role in the sport has been limited to commentating and analysing matches. We therefore considered that since his retirement, his role in the sport had been significantly reduced, and that he was less likely to be of appeal to under-18s than current England cricket star players.
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