The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently investigated an Instagram promotion from FreeBetsDotCom, a platform that aggregates wagering deals. The advertisement, displayed on July 11th and 12th, 2023, showcased Manchester United athlete Mason Mount engaged in a football match. Two grievances were submitted, implying the advertisement might be in breach of regulations.
XLMedia, the parent company of FreeBetsDotCom, did not address the ASA’s inquiries, raising concerns about potential stalling tactics and a possible violation of the ASA’s code of conduct. Essentially, prompt responses to the ASA are mandatory, a point emphasized to XLMedia for future adherence.
The core issue raised by the complaints centered on Mount, aged 25, being prominently featured in an advertisement promoting gambling – a significant transgression according to advertising guidelines. These regulations are unambiguous: individuals under 25 should not hold central roles in gambling promotions unless directly related to the act of placing a wager.
Although FreeBetsDotCom itself is not a betting platform, it does guide users towards gambling opportunities. The ASA’s position is that utilizing someone as young as Mount in this manner is irresponsible, irrespective of the platform used.
The debate around the commercial originated from the reality that its featured celebrity, Mason Mount, was merely 24 years old. Because the promotion advocated for wagering and showcased an individual below the age of 25, the United Kingdom’s Advertising Standards Authority (ASA) deemed it reckless and a violation of their guidelines. In essence, they perceived it as directed towards a youthful demographic. The ASA prohibited the advertisement from future broadcasts in its present format, and XLMedia, the organization responsible for it, received a warning to exercise significantly more caution regarding the utilization of young personalities to endorse gambling. Potential additional consequences exist, as the matter has been escalated to a separate regulatory entity for examination.
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