According to a YouGov study conducted in the United Kingdom, the use of celebrities in gambling advertising helps attract attention and improve brand visibility. However, it has little impact on trust: even if such ads are noticed more often, people’s perception of bookmakers does not significantly change.
Attention & Visibility
🔵 38% of players believe that celebrity ads make a brand more noticeable
🔵 39% say they are more likely to pay attention to such ads
🔵 Increased awareness is the main and most consistent effect
Trust & Perception
🔴 Only 28% believe celebrities increase trust in a brand
🔴 Around 40% disagree
🔴 48% think that celebrity involvement makes a brand look less serious
This means that higher awareness does not translate into higher trust — and in some cases, it may even reduce it.
Differences in Perception
🔵 25% of players say celebrity ads improve their perception of a brand
🔵 Among the general audience, only 8% share this view
🔵 Around 63% in both groups say celebrity involvement has no impact on their opinion
At the same time, regular players perceive such advertising more positively: those who bet weekly or more are almost three times more likely to evaluate celebrity involvement positively compared to occasional players.
Which Celebrities Work Best
🔴 Professional athletes — 39% consider them appropriate
🔴 Betting industry representatives — 38%
🔴 Actors — 36%
Reality TV stars are seen as the least appropriate, with only 28% approval.
Regulation
Since October 2022, the United Kingdom has banned the use of celebrities and influencers in gambling advertising if they are likely to appeal to minors. Regulators have already fined companies for social media posts featuring football players.
Conclusion
Using celebrities in betting advertising is a tool for increasing brand awareness, not building trust. People remember such ads, but trust is primarily shaped by a brand’s reputation and user experience — not by celebrity endorsements.
🔵 38% of players believe that celebrity ads make a brand more noticeable
🔵 39% say they are more likely to pay attention to such ads
🔵 Increased awareness is the main and most consistent effect
Trust & Perception
🔴 Only 28% believe celebrities increase trust in a brand
🔴 Around 40% disagree
🔴 48% think that celebrity involvement makes a brand look less serious
This means that higher awareness does not translate into higher trust — and in some cases, it may even reduce it.
Differences in Perception
🔵 25% of players say celebrity ads improve their perception of a brand
🔵 Among the general audience, only 8% share this view
🔵 Around 63% in both groups say celebrity involvement has no impact on their opinion
At the same time, regular players perceive such advertising more positively: those who bet weekly or more are almost three times more likely to evaluate celebrity involvement positively compared to occasional players.
Which Celebrities Work Best
🔴 Professional athletes — 39% consider them appropriate
🔴 Betting industry representatives — 38%
🔴 Actors — 36%
Reality TV stars are seen as the least appropriate, with only 28% approval.
Regulation
Since October 2022, the United Kingdom has banned the use of celebrities and influencers in gambling advertising if they are likely to appeal to minors. Regulators have already fined companies for social media posts featuring football players.
Conclusion
Using celebrities in betting advertising is a tool for increasing brand awareness, not building trust. People remember such ads, but trust is primarily shaped by a brand’s reputation and user experience — not by celebrity endorsements.