‘Nowhere is safe from relentless gambling ads’

also owns another tipster account known as @badmanbetting. Several accounts aimed at fans of football clubs such as Tottenham and Manchester United have also retweeted @andyrobstontips.

Neither of the betting tips accounts owned by Fanwave appear to have posted a betting history outlining their performance. They frequently post examples of occasions when their tips have won but examples of losing bets appear to be less frequently highlighted.

Fanwave Digital is co-owned by the 32-year-old Scottish entrepreneur Ruaridh Kilgour, who is a director and co-owner of the Raith Rovers.

The campaign group Gambling With Lives said the company’s business model illustrated the intricate ties between gambling and modern football. “Nowhere is safe from relentless gambling advertising, especially social media, which can be torturous for people harmed,” said the campaigner Nick Harvey. “Football and betting have become so enmeshed that even what seems like a harmless, fun account can be another way of making money for the gambling industry.”

Fanwave’s website says its accounts have 1.25 million followers on X and 710,000 on Instagram, and has generated more than 1m likes on Facebook, as well as more than 250,000 monthly website visits.

Accounts for the company do not disclose its revenues but indicate that it had net assets of more than £811,000 as of September 2022. Its shares are held on a 50:50 basis by Kilgour and his business partner Gordon Bennell, via separate wholly owned businesses.

Kilgour, a lifelong Raith Rovers fan, has said on X that he entered into discussions about investing in the club in February 2023. In April that year, as the investment was being negotiated, @andyrobsontips posted on X celebrating a winning bet on Raith to lose against Dundee.

None of the accounts associated with Fanwave Digital have posted any betting tips about Raith since he became a director. There is no suggestion that the tips breached any regulations governing football or betting.

Kilgour owns his stake in Fanwave via a company called Socialwave, whose accounts show that it had net assets of nearly £3.5m as of June 2022, including more than £883,000 of cash in the bank.

A spokesperson for Fanwave Digital said it no longer took a cut of its followers’ losses. “Together with our partners such as Paddy Power and Betfair, Fanwave was instrumental in the move away from the traditional ‘revenue share’ model,” a spokesperson said.

“Rightly, the industry is very highly scrutinised and we operate in strict accordance with all regulatory requirements. We recommend low stakes, with average bets being under £10, and we actively encourage responsible gambling at all times.

“While the person who created the Andy Robson pseudonym remains the key driver, the enormous growth of the brand means he is now supported by a talented team which helps meet the growing demand for Andy’s output.”

A Paddy Power spokesperson said: “As is common practice in many sectors, our Paddy Power and Betfair brands run affiliate programmes. We have an exclusive relationship with two of FanWave’s social media accounts and anyone deciding to place a bet is directed through to the brands’ regulated and licensed websites.”

Emails to an address associated with the Boring Milner X account went unanswered.