Betway’s Instagram Content Featuring Thierry Henry Gets ASA Approval
The UK Advertising Standards Authority (ASA) has dismissed a complaint concerning a Betway Instagram post that featured former Arsenal footballer Thierry Henry. After review, the regulator determined that the advertisement did not breach gambling regulations related to content that could strongly appeal to individuals under the age of 18.
Review of Gambling Campaign and Appeal Criteria
The incident in question involves a social media post from November 2025. The post depicted Henry alongside text discussing Arsenal’s prospects of winning the league, with Betway branding visible, alongside a responsible gambling message, an 18+ symbol, and the GambleAware logo.
Complaint Regarding Thierry Henry Inclusion on Betway Socials
A researcher from the University of Bristol challenged whether the ad featured a personality likely to appeal significantly to under-18s. Under the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing, known as the CAP Code, gambling advertisements must avoid using individuals who are likely to have strong appeal to children or young persons.
Betway responded by asserting that Henry’s profile was directed at an adult audience. The company highlighted his age, 48, his retirement from professional football in 2014, and the fact that he left the Premier League in 2007, apart from a brief loan spell at Arsenal in 2012.
How the ASA Evaluated the Post
The ASA initially classified the Instagram post as an advertisement under the CAP Code. Despite being in a non-paid space controlled by Betway, the regulator found the post was directly connected to betting promotion due to references to the Premier League title race and the inclusion of Betway branding. Subsequently, the ASA assessed the likelihood of Henry’s appeal among under-18 audiences. While recognizing his status as a well-known football figure, the regulator noted that his active playing career concluded long before the post was made. Therefore, younger audiences are more likely to know him as a television pundit rather than an active player.
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Betway Thierry Henry Media Presence and Follower Demographics
Betway informed the ASA that Henry was primarily active on Instagram as of December 16, 2025. The company reported that he had approximately 4.32 million followers globally, with 11% based in the UK, and around 177,120 followers under 18 worldwide.
Based on these figures, Betway estimated that roughly 19,483 of Henry’s followers in the UK were under 18. The ASA deemed this estimate reasonable given the available data, noting that it was well below the 100,000 under-18 follower threshold outlined in CAP guidance, which could suggest a strong appeal. The regulator also examined Henry’s media engagements. It observed that his primary punditry role was with CBS Sports a US broadcaster unavailable in the UK and that his appearances on Sky Sports’ Monday Night Football were infrequent rather than regular.
Impact of Viral Clips on Appeal
The ASA considered whether viral clips of Henry’s punditry work could have increased his appeal to younger viewers. Some clips from CBS Sports and Monday Night Football had garnered millions of views, featuring humorous moments and match analysis.
Nevertheless, the regulator concluded that these clips remained within the realm of punditry and tactical discussion, rather than youth-oriented entertainment. Additionally, Henry’s predominantly non-UK social media following suggested that many views originated outside the UK.
Final Decision and Action
Based on this analysis, the ASA determined that the advertisement did not possess a strong appeal to under-18s. The post was assessed under CAP Code rules 16.1, 16.3, and 16.3.12, and the regulator decided no further action was necessary. Betway Thierry Henry
