In the UK, Sky Bet ads with Gary Neville, Kwiff with Lewis Hamilton and Betway with the Chelsea FC logo have been blocked«

The UK's advertising regulator (ASA) has blocked three betting operator ads under new rules to protect minors from content with strong youth appeal. «Sky Bet posted a post with a video of former Manchester United FC footballer and TV commentator Gary Neville at X.» The ASA identified around 135k of his under-18 followers on social media. «Kwiff» published a post with an image of Formula 1 driver Lewis Hamilton before the British Grand Prix, he has about 150 thousand British subscribers under 18 years old on Instagram. «Betway» posted a video on «YouTube» with Chelsea FC fans and the club's logo on scarves. The regulator considered that the club's symbols attract underage fans to betting. The ASA's new threshold is 100k subscribers under 18 to determine strong youth appeal.

The Neville decision contradicts previous ASA cases that have allowed advertising with career-ending footballers, including Paddy Power with Peter Crouch and Sky Bet with Micah Richards. «Betway said the decision sets a dangerous precedent for sponsorship in sport.