Hollywoodbets Ad Banned After Reaching Underage User on Esports Site

A recent decision from the UK’s Advertising Standards Authority (ASA) has placed online casino and sportsbook operator Hollywoodbets under scrutiny after one of its banner ads appeared on an esports site accessed by a 16-year-old.

The ad, which offered “UP TO £30 BACK AS FREE BETS + 20 FREE SPINS,” was shown on The-VFL.com, a statistics website for EA Sports FC’s Virtual Football League. The issue? The user who saw the ad was logged in with a profile that clearly listed their age as under 18,  a direct violation of the UK’s strict rules around gambling advertising.

Complaint Triggers ASA Investigation

The teenager who saw the ad submitted a complaint to the ASA, pointing out that despite providing an accurate date of birth at registration, they were still served gambling content. This prompted the ASA to launch an investigation into whether the advertisement had been placed appropriately.

Hollywoodbets, which operates in the UK under its international brand, didn’t place the ad directly. Instead, it was delivered by an affiliate partner, Clever Advertising. The company defended the placement, claiming that The-VFL.com caters to a demographic more likely to be over 18 due to the structured nature of the 11v11 gameplay and league formats.

Clever Advertising also noted that fewer than 25% of EA Sports FC players are under 18, based on the platform’s latest demographics. Their position was that the ad had only been approved for display before login,  not once a user had signed into their account.

ASA Ruling: A Breach of the CAP Code

The ASA didn’t accept the defence. In its ruling, the regulator confirmed that since the ad was shown to a user whose profile indicated they were under 18, it breached key rules under the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).

The issue wasn’t limited to the content of the ad; it was the fact that it was delivered to a logged-in user whose age was already known to be below the legal threshold. That alone was enough for the ASA to conclude that the promotion had been inappropriately targeted.

As a result, Hollywoodbets has been ordered not to rerun the ad unless proper targeting controls are implemented to prevent exposure to minors.

Affiliate Liability Under the Spotlight

Though Hollywoodbets didn't place the ad directly, the ASA ruling reinforces that gambling operators remain responsible for where and how their marketing appears, even when affiliates are involved.

This marks a growing trend in UK regulatory enforcement, where third-party missteps can land operators in trouble. Just last month, a similar ruling was issued against LiveScore Bet, and earlier in July, sports betting app LEBOM was reprimanded for content that encouraged excessive drinking and irresponsible gambling behavior.

Platform Response and Broader Implications

The-VFL.com distanced itself from the incident, stating it doesn’t control which ads appear on its site. The platform did, however, act quickly to remove the offending banner after being made aware of the complaint.

For Hollywoodbets, the incident comes just weeks after the brand extended its sponsorship deal with Premier League club Brentford FC. Hollywoodbets, a well-known South African online casino and sports betting platform, has been expanding its presence in the UK. This market continues to tighten its regulations on gambling advertising, particularly in relation to younger audiences and esports environments.

Final Thoughts

While the ad may have been placed with assumptions about the site's audience, this case makes clear that assumptions don’t cut it. The ASA has once again demonstrated that targeting tools must align with targeting intent, particularly when under-18 exposure is at issue. Hollywoodbets and its partners have been reminded that age-appropriate advertising isn’t optional,  it’s essential.