UK Advertising Regulator Develops Issues with Ladbrokes Tweet Featuring Jake Paul's Knockout Win
A tweet from Ladbrokes featuring internet celebrity Jake Paul didn't include a call to action, encourage anyone to place a bet, or target anyone under the age of 18. Despite meeting the UK's Advertising Standards Authority's (ASA) guidelines, the platform was forced to take it down.
In February, Ladbrokes posted a promoted tweet about Paul's recent loss to Tommy Fury, asking Twitter users to vote on Paul's future. The ASA received only one complaint to determine if this tweet breached the UK's Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP) Code.
Based on the single complaint, the ASA reviewed the tweet and decided it violated the UK's regulations.
All the Fuss for Nothing?
Ladbrokes responded to the inquiries by emphasizing that the ad had no call to action, promotions, or website links. It highlighted that the ad had age-restricted features only accessible to individuals aged 18 and above, as users must indicate their age.
Furthermore, Ladbrokes provided data demonstrating that Paul's social media following had a small percentage of users (under 20%) between the ages of 13 to 17 on Instagram, YouTube, and TikTok. None of Paul's Twitter followers were under 18.
Yet, the ASA found issue with the ad, stating that the CAP Code prohibits ads that could allure children or young individuals, even if they seem enticing. It perceived Paul's popularity on YouTube as a "moderate risk" to youngsters, conflicting with the Code's own language, which indicates that sports like boxing and motorsports are less likely to have a strong appeal to underage individuals.
Ladbrokes cannot appeal the decision. As a result, it must remove the tweet and ensure it doesn't reappear. The ASA also advised the operator not to use anyone in its publications who has "strong appeal to those under 18 years of age." However, this is a somewhat subjective classification.
The UK has historically been aggressive in attempting to suppress the gambling industry. [paraphrased]
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Source: www.casino.org
