Posted on: July 5, 2023, 07:58h. 

Last updated on: July 5, 2023, 07:58h.

A tweet created by Ladbrokes, featuring Jake Paul, did not include a call to action (CTA), did not encourage betting, and was not targeted at anyone under 18. Despite meeting the requirements of the UK’s Advertising Standards Authority (ASA), Ladbrokes was still required to remove the tweet.

In February, Ladbrokes posted a promoted tweet about Paul’s recent loss to Tommy Fury, urging Twitter users to vote on Paul’s future. Only a single complaint was filed with the ASA to determine if this tweet breached the UK’s Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP) Code.

That one complaint was enough for the ASA, which is responsible for enforcing the CAP Code. It reviewed the tweet and decided that it violated the UK’s standards.

Much Ado About Nothing

The ASA raised inquiries regarding the ad, prompting Ladbrokes to clarify that it lacked any CTA, promotions, or website links. It emphasized that the ad had an age-restricted feature exclusively accessible to individuals aged 18 and above, as users are required to indicate their age.

In addition, Ladbrokes asserted that its ad targeted users over the age of 25 and only managed to garner about 16,500 views. Over 47% of these views came from individuals between the ages of 20 and 29, and the rest were allegedly from older age groups.

Ladbrokes has provided statistical data showcasing the extent of Paul’s social media following across various platforms. This information reveals that the proportion of users falling within the age range of 13 to 17 is less than 20% on Instagram, YouTube, and TikTok. It was also discovered that none of Paul’s followers on Twitter are under the age of 18.

That wasn’t enough justification for the ASA. It informed the operator that the CAP Code explicitly prohibits any ads that could potentially attract children or young individuals, especially if they appear enticing.

It argued that Paul, due to his popularity on YouTube, has greater appeal to youngsters. Therefore, the tweet would have been a “moderate risk” to them. As a result, it had to be removed.

Contradictory Statements

The decision seemingly contradicts the CAP Code’s own guidance. Section 14 states, “Sports like horse racing, greyhound racing, darts, snooker, boxing, motorsports, and golf are more adult-oriented and unlikely to be of inherent ‘strong’ appeal [to underage people].”

In addition, the ASA confirmed in its response to Ladbrokes that Paul had no followers under 18 on Twitter. However, it stated that he has an “inherent strong appeal” to the demographic, contradicting the Code’s own language.

Ladbrokes has no course to appeal the decision, which required the operator to remove the tweet and ensure it doesn’t appear again. The ASA also instructed it not to use anyone in its publications who has “strong appeal to those under 18 years of age,” although that’s a subjective characterization.

The UK has shown its determination in trying to suppress the gambling industry on multiple occasions in the past. However, this one takes its efforts to a whole new level.