individuals or characters with strong appeal to minors in future advertising
The UK Advertising Standards Authority (ASA) has ruled that a post by Dribble Media, operating under the brand Midnite, breached advertising rules.
The post was found to strongly appeal to individuals under 18, violating the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code).
The post, published on 25 May 2025 on X, featured an AI-generated video of footballer Trent Alexander-Arnold delivering a farewell speech. The video included the caption “Midnite. AI-generated parody” alongside a disclaimer noting that the voices and images were fictional.
The ASA assessed whether the post constituted an advertisement subject to the CAP Code. While Midnite argued that the content was editorial and did not directly promote its betting services, the ASA concluded that the presence of the brand logo and responsible gambling messages such as “18+” and “Be GambleAware” linked the content to its betting services.
Additionally, the post coincided with Alexander-Arnold’s transfer from Liverpool to another club, increasing its visibility and appeal among football fans, including minors.
Good to know: In June, the ASA upheld a complaint after LiveScore Bet ads appeared in app versions accessible to under-18s, showing live betting odds
The ASA also noted that, although platform X employs measures to restrict under-18s from viewing gambling content, these mechanisms are not foolproof. Evidence suggested that a notable portion of under-18 users could have accessed the post, either by providing false age information or through exposure on the platform’s main feed.
The Authority concluded that the post was irresponsible and in breach of the CAP Code. It instructed Dribble Media Ltd not to repost the content in its original form and to avoid using individuals or characters likely to appeal to minors in future advertising.
