The UKs Advertising Standards Authority (ASA) has decided that a Ladbrokes commercial showcasing social media personality and pugilist Jake Paul breaks the rules. The ASA thinks the advertisement could attract those under the age of 18.
The advertisement, which was released in February 2023, was a sponsored post that appeared after Paul’s match against British professional boxer Tommy Fury.
The ASA argued that Paul’s fame among young people went against its advertising rules. As a result, the ASA ordered that the advertisement should not be shown in its current form.
Ladbrokes initially defended the advertisement, claiming it did not include any calls to action, promotional deals, or links to the Ladbrokes website. The company pointed out that they used age verification in their feed. This means users could only see the advertisement after confirming they were over 18 on Twitter.
The operator also stated that boxing was not listed as a high-risk sport in the CAP guidelines.
Moreover, the company said they had evaluated Paul’s fan profile, brand partnerships, and sponsors to determine the risk level. The company noted that the influencer currently works with several alcohol and cryptocurrency companies.
The Advertising Standards Authority (ASA) sustained the grievance lodged against Ladbrokes. They indicated that Paul boasts a substantial social media following, encompassing approximately 65 million individuals, with roughly 3 million on each platform being minors. They also underscored Paul’s prominent role in the children’s program “Bizaardvark,” which caters to adolescents. The ASA holds the view that the advertisement’s intended audience is likely to encompass individuals under the age of 18.
This instance marks not the first time the ASA has intervened against Ladbrokes. In the year 2021, they upheld a complaint concerning an advertisement showcasing men engaging in wagering activities on the Ladbrokes application. The ASA categorized this advertisement as socially irresponsible and likely to promote problematic gambling habits.