The Advertising Standards Authority (ASA) recently ruled that a gambling advertisement promoted by bet365, featuring footballer Granit Xhaka, violated regulations and demonstrated irresponsibility due to its potential appeal to individuals under the age of 18. The ad, shared through a tweet on the Sky Sports Premier League X account, featured a video of Xhaka’s goal against Manchester United, incorporating digital elements and the bet365 logo.
ASA’s Investigation:
The ASA’s Active Ad Monitoring system, employing AI to identify potentially rule-breaking online advertisements, triggered the investigation.
The primary issue addressed by the ASA was whether the ad prominently featured an individual, Granit Xhaka, with significant appeal to those under 18.
bet365’s Defense:
bet365 argued that the ad was part of the Twitter Amplify feature and produced by Sky Sports. They emphasized the presence of controls to ensure the ad’s exposure exclusively to users above the age of 25.
The company contended that Xhaka’s content was not intended to target young audiences.
ASA’s Findings:
The ASA emphasized that bet365 had promoted the tweet, effectively incorporating its contents into their advertising.
Considering football’s widespread popularity among individuals under 18 and Xhaka’s prominence as a player for Arsenal and the Swiss national team, the ASA concluded that the ad could strongly appeal to those under 18.
It noted that the self-identification model for user ages (X’s model) was not robust enough to guarantee the exclusion of underage individuals from the audience.
ASA’s Ruling:
The ASA ruled that the ad breached regulations and directed bet365’s Hillside brand not to feature individuals or characters with strong appeal to under-18s in their gambling advertisements.
Consequently, the ad must not be displayed in its current form.
The ASA’s ruling highlights the importance of responsible advertising in the gambling industry, especially concerning potential appeal to underage individuals. The decision serves as a reminder to gambling operators to exercise caution and vigilance in their promotional efforts, ensuring compliance with regulatory guidelines to protect vulnerable audiences. This ruling underscores the ongoing efforts to maintain a safe and responsible gambling environment in the digital age.