ASA punishes bet365 for irresponsible advertising
Date: 2023-08-16 Author: Kirill Zagoruyko Categories: EVENTS
An irresponsible bet365 advertisement posted on the Sky Sports Premier League X (formerly Twitter) account drew attention to its content and messages. Despite the operator's arguments that the advertisement did not violate any rules, the ASA banned it in its current form, but did not impose any additional sanctions. The decision of the authorities further strengthens their commitment to comply with the principles of responsible advertising in the gambling industry.
There were several problematic elements in the ad
The ASA's innovative active ad monitoring system alerted them to bet365's ads, which initiated an investigation. This system uses advanced artificial intelligence (AI) technology to detect online ads that may violate advertising policies. The task of the authorities was to attract on board the Granit, which was strongly liked by people under 18 years old.
In addition, the problematic video included digital elements such as circles and triangles, as well as a prominent bet365 logo, further raising its potential appeal to underage viewers. Combined with footage of Granit Xhaka's triumphant goal against Manchester United, this could create an unsettling combination.
bet365 has attempted to appeal the ASA's decision, arguing that ads created by Sky Sports have strict controls to ensure they are only seen by users over the age of 25. They also noted that Xhaka's football content is not intended for a younger audience. However, the authorities stood by their decision, noting that bet365 had been actively promoting the issue on Twitter and that the platform's age verification system was often inadequate.
Constant vigilance ensures a safer online space
Under the ASA's ruling, bet365 must remove offensive ads in their current form. The authorities took no further action, but advised the operator to carefully consider using individuals with significant audiences under the age of 18 to advertise gambling. bet365's past clash with the ASA resulted in a more favorable decision, but this recent incident seems to have crossed the line.
While gambling advertising is vital in promoting entertainment and betting opportunities to adults, it should not inadvertently target a younger audience. The ASA's vigilance has greatly reduced exposure to young people as it partners with advertisers, agencies and platforms to ensure kids have a safer online experience.
Recent rulings by the ASA in cases such as bet365's Granit Xhaka ad highlight the critical role such regulators play in upholding ethical standards and ensuring that ads meet the necessary criteria for responsible messaging. Finding a balance between attracting an adult audience and preventing any potential attraction to minors remains vital to maintaining the integrity of advertising in the gambling industry.
There were several problematic elements in the ad
The ASA's innovative active ad monitoring system alerted them to bet365's ads, which initiated an investigation. This system uses advanced artificial intelligence (AI) technology to detect online ads that may violate advertising policies. The task of the authorities was to attract on board the Granit, which was strongly liked by people under 18 years old.
In addition, the problematic video included digital elements such as circles and triangles, as well as a prominent bet365 logo, further raising its potential appeal to underage viewers. Combined with footage of Granit Xhaka's triumphant goal against Manchester United, this could create an unsettling combination.
bet365 has attempted to appeal the ASA's decision, arguing that ads created by Sky Sports have strict controls to ensure they are only seen by users over the age of 25. They also noted that Xhaka's football content is not intended for a younger audience. However, the authorities stood by their decision, noting that bet365 had been actively promoting the issue on Twitter and that the platform's age verification system was often inadequate.
Constant vigilance ensures a safer online space
Under the ASA's ruling, bet365 must remove offensive ads in their current form. The authorities took no further action, but advised the operator to carefully consider using individuals with significant audiences under the age of 18 to advertise gambling. bet365's past clash with the ASA resulted in a more favorable decision, but this recent incident seems to have crossed the line.
While gambling advertising is vital in promoting entertainment and betting opportunities to adults, it should not inadvertently target a younger audience. The ASA's vigilance has greatly reduced exposure to young people as it partners with advertisers, agencies and platforms to ensure kids have a safer online experience.
Recent rulings by the ASA in cases such as bet365's Granit Xhaka ad highlight the critical role such regulators play in upholding ethical standards and ensuring that ads meet the necessary criteria for responsible messaging. Finding a balance between attracting an adult audience and preventing any potential attraction to minors remains vital to maintaining the integrity of advertising in the gambling industry.
