A promotional banner for gambling operator Hollywoodbets has been banned in the UK following a decision by the Advertising Standards Authority (ASA), which found the advertisement violated advertising codes by being served to a registered underage user. The ASA upheld the complaint after the ad, which offered “UP TO £30 BACK AS FREE BETS + 20 FREE SPINS” and featured prominent sports imagery, was seen on the esports statistics site The-VFL.com by a 16-year-old user.

Though Hollywoodbets did not place the ad directly, the ad was deployed through an affiliate marketing partner—Clever Advertising (trading as Playhill Ltd). The incident marks a rare instance in which a gambling operator has been found in breach of United Kingdom advertising regulations due to the actions of an affiliate.

Affiliate Defends Ad Placement Based on Audience Demographics

The ad appeared on April 10, 2025, on The-VFL.com, a site that supports Virtual Football League activity linked to EA SPORTS FC’s esports ecosystem. According to Hollywoodbets, Clever Advertising was responsible for the placement and had determined the site to be suitable for gambling promotions due to its competitive gameplay structure and audience composition.

Clever Advertising claimed that the website’s core audience leaned toward adult players, citing the nature of 11v11 Pro Clubs gameplay—which requires coordination and scheduling—as indicative of a more mature, over-18 demographic. They also referenced demographic data from EA Sports FC, suggesting that less than 25% of its player base was underage.

Furthermore, the affiliate explained that it approved the ad to display only on The-VFL.com’s homepage prior to user login, ensuring it wouldn’t be targeted toward known minors. According to them, a manual vetting team oversees ad placements by matching website content with relevant age and interest profiles.

ASA Finds Ad Breached Youth Protection Rules

Despite the rationale provided by Hollywoodbets and Clever Advertising, the ASA determined that the ad had breached key sections of the UK’s CAP Code, which governs non-broadcast advertising. The regulator noted that the 16-year-old complainant had registered their date of birth upon account creation and was logged into the site when the ad was shown. Therefore, the ad was served to a user whose age was known to be under 18.

In its ruling, the ASA concluded: “Because the ad was served to a user of the website who was known to be under 18 by their registered login details, we considered that the ad was directed at those below the age of 18 through the selection of the media in which it appeared and therefore breached the Code.”

The ASA specifically cited violations of CAP Code Edition 12, including rules 16.1, 16.3, and 16.3.13, all of which address the need to prevent gambling marketing from being aimed at minors.

Operators Respond and Remove Content

Hollywoodbets acknowledged that the affiliate was responsible for the ad placement and said it had fully cooperated with the ASA’s investigation. The company emphasized that the advertisement had not been intended to appear to logged-in users, especially those identified as underage.

The-VFL.com, for its part, stated it had no direct involvement in choosing which ads were served and said it promptly contacted partners to ensure the ad was taken down once the issue came to light.

The ASA’s final directive was that the ad must not be used again unless robust targeting measures are put in place to reduce the possibility of under-18 users encountering gambling promotions.

Broader Implications for Digital Gambling Marketing

This incident occurs against a backdrop of heightened scrutiny over gambling ads in digital and esports spaces, particularly those likely to attract younger audiences. While affiliate marketing remains a critical channel for gambling operators, the ASA ruling highlights the responsibilities operators carry—even when third parties handle ad distribution.

The case echoes a broader push from United Kingdom regulators to ensure advertising compliance in emerging online environments. A recent example includes the ASA siding with Buzz Bingo after complaints about a Facebook post involving an action figure—underlining the growing focus on creative content that could inadvertently appeal to children.