Key points:
- The ASA has determined that a social media post by Stuart Broad in collaboration with Fitzdares Ltd did not breach gambling advertising rules
- Evidence showed Broad does not hold strong appeal for under-18s in the UK
The Advertising Standards Authority (ASA) has concluded an investigation into a social media post by retired cricketer Stuart Broad, published on 13 August 2024, which involved the betting operator Fitzdares.
The post, shared on Broad’s X account, disclosed a partnership with Fitzdares and mentioned a £500 ($620) monthly free bet pot being used to raise money for motor neurone disease. The post was labelled with the hashtag #Ad and included an image of Broad playing cricket.
Submitted by GambleAware, the complaint questioned whether Broad was likely to be of strong appeal to individuals under the age of 18, which would be in breach of the Committee of Advertising Practice (CAP) Code.
Fitzdares assessed Broad’s appeal in line with CAP guidance, revealing he had no significant presence on platforms commonly used by under-18s, such as TikTok or Snapchat.
Social media data submitted showed approximately 7,500 followers under the age of 18 across all of Broad’s UK-based accounts. His Facebook and YouTube profiles have been inactive for several years.
Good to know: Stuart Broad retired from professional cricket in 2023 and now works in a broadcasting role
The ASA found Broad's recent media activity to be limited and adult-oriented. While he had been a prominent sports figure during his career, his role post-retirement has significantly decreased in visibility and influence among younger audiences.
The ASA concluded that the ad was unlikely to be of strong appeal to under-18s and therefore did not breach rules 16.1, 16.3 or 16.3.12 of the CAP Code. No further action will be taken.
