A BetWarrior advert featuring an AI generated video of the late footballing legend Diego Maradona has sparked a furious tirade across Argentina and beyond.
The advert, which has reportedly been televised numerous times on Argentine broadcasts during hydration breaks in 2026 World Cup matches, is said to have been authorised by some of his eight children.
This was confirmed by Fernando Burlando, a lawyer who represents the deceased star’s eldest daughters, who said that the advert was approved by “the family”.
However, not all of them, including Jana, Diego Jr. and Diego Fernando, have agreed with this – and neither have many members of the public.
A smirch on Maradona’s legacy?
In the advert, the AI-generated Maradona says: “If the world wants to come and cut off our legs, let’s show them that here, we play with balls.”
Critics have branded the video as “horrible” and “a total disaster”. One described it as “sad, shameful, [and] outrageous,” adding that “Maradona’s name continues to be tarnished”.
It raises yet further questions regarding AI in advertising in gambling and other industries.
BetWarrior, alongside bet365 and Betsson, is one of Argentina’s biggest sports gambling companies, having a presence in seven of the country’s provinces.
In the past, it has been heavily focused on promoting its “legal, safe and responsible gambling”, as well as its adherence to regulatory requirements.
While the Maradona advert technically follows these, it does beg the question as to how ethical it actually is.
Argentina-based media outlet Le Voz pointed out that many Argentine fans are adamant that Maradona would never have promoted a gambling operator.
It also cited an X post from AI specialist Nicolas Bilkins, who said: “This opens up a necessary debate about posthumous image rights in the age of AI. Today, technology allows anyone to say anything.
“To what extent does an heir have the right to make someone who is no longer here say something they would never have said?”
AI and the unlicensed market
The BetWarrior case is interesting as AI-generated social media content and adverts have become closely associated with .com brands and unlicensed gambling operators, at least in certain markets.
AI generated adverts from illegal gambling operators have become particularly prevalent in the UK.
One example of this is an Instagram advert from a company named “Hot Spins”, featuring Diary of a CEO podcast host Steven Bartlett, whose deepfake “reacts” in shock to claims that half of UK operators have “secretly flipped” the RTP on slots to 92%.
Similar adverts from a company named “Sweet Bonanza” featuring a deepfake of Cristiano Ronaldo with the headline “UK NEWS: 15-YEAR-OLD WINS £720,000+” have raised even further scrutiny on the use of AI in advertising.
Entain, one of the UK’s biggest gambling firms as owner of Ladbrokes Coral, has flagged the extensive use of AI-generated content by unlicensed gambling firms on platforms like X, YouTube and Instagram.
However, BetWarrior’s case is unique in that the firm is both licensed and a market leader in Argentina.
The advert has also been approved by members of the Maradona family and is nowhere near as dangerous as this, given it doesn’t explicitly promote underage gambling, but it hasn’t meant that the video has gone without disapproval.
