Fitzdares Ad Featuring Ex-Cricketer Stuart Broad Passes ASA Scrutiny

The Advertising Standards Authority (ASA) has ruled that an advert posted by former cricketer Stuart Broad for UK sportsbook and casino operator Fitzdares does not breach regulations.

A post on Stuart Broad’s X (formerly Twitter) page portrayed an image of Broad playing cricket for England. It advertised Fitzdares, stating “They’re an independent operator, build genuine personal relationships with their members & play the game the right way.” 

It continued: “They’ve given me a £500 free bet pot every month to raise cash for Motor Neurone Disease. Let me know if you’ve got any tips for the upcoming PL season!? #Ad.” 

The ASA investigated the advert after complaints that the advert included an individual who was likely to be of strong appeal to those under 18, and therefore in breach of regulations. 

Fitzdares Carried Out a Thorough Risk Assessment

In response, Fitzdares insisted they had carried out a thorough risk assessment of Broad against the guidance on gambling advertising, and were “satisfied to a high degree” that he was not of strong appeal to minors. 

The company pointed out that Broad appeared infrequently on talk shows and cricket documentaries, and does not feature in any ongoing podcasts or YouTube shows. In addition, Broad’s other partnerships were in sectors such as finance, insurance, automotive, and the alcohol industry, all of which are not of appeal to children.

Sample social media data for the Ashes-winning cricketer showed that approximately 7,500 followers across all his accounts were registered as under 18 and in the United Kingdom. This was from over 2.1 million combined followers on X and Instagram. Further, Fitzdares pointed out he does not use TikTok or Snapchat, and his Facebook and YouTube accounts have been dormant for a prolonged period. 

ASA Says Fitzdares Did Not Breach CAP Code 

The ASA found the Fitzdares advert did not breach the UK Code of Non-broadcast Advertising, Direct and Promotional Marketing (CAP Code). The Code states that “marketing communications for gambling products must not be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.” 

Despite prominent sportspeople involved at the highest level being considered “high risk” of appealing to under-18s by the ASA, sportspeople involved in cricket who no longer have a significant role in the sport were of lower risk. 

Broad’s role in cricket since retirement has been limited to commentating and analysis, which the ASA deemed “less likely to be of appeal to under-18s than current England cricket star players.” 

When considering social media, the authority agreed that Broad’s limited media profile and the low absolute number of children from the UK who followed him were not particularly appealing to under-18s. 

Lastly, the ASA stated: “There was nothing in the way Stuard Broad was presented in the ad that would have strongly attracted the attention of under-18s or was likely to render him of strong appeal.” 

The statement concluded that under CAP Code (Edition 12), rules 16.1, 16.3, and 16.3.12 (Gambling), “the ad was not of strong appeal to people aged under 18” and was therefore not in breach. No further action will be taken. 

Last year, the ASA banned five adverts for social casinos for misleading players and implying they could win real-world money or tangible prizes.

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 The Advertising Standards Authority (ASA) has ruled that an advert posted by former cricketer Stuart Broad for UK sportsbook and casino operator Fitzdares does not breach regulations. A post on Stuart Broad’s X (formerly Twitter) page portrayed an image of Broad playing cricket for England. It advertised Fitzdares, stating “They’re an independent operator, build genuine
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