The Advertising Standards Agency (ASA) has decided that a Ladbrokes advertisement featuring social media influencer and pugilist Jake Paul broke its advertising rules. The ASA believes the advertisement could attract those under the age of 18.
The advertisement, which was released in February 2023, was a sponsored post featuring Paul after his match against British professional boxer Tommy Fury. The ASA considered it a violation of its advertising regulations because Paul is popular with young people. The ASA decided to prohibit the advertisement in its current form.
Ladbrokes initially defended the advertisement, stating it did not include a call to action, promotional offers, or links to the Ladbrokes website. The company also highlighted that they implemented age verification on their feed. This meant that users could only access the advertisement after confirming they were 18 years old on Twitter.
The operator also mentioned that boxing is not listed as a medium or high-risk sport in the CAP guidelines.
Moreover, the company stated that they had evaluated Paul’s fan profile, brand partnerships, and sponsorships to determine the level of risk. The company pointed out that the influencer currently collaborates with several alcohol and cryptocurrency companies.
The Advertising Standards Authority (ASA) continued to investigate the complaint. Despite Ladbrokes’ attempts to justify their actions, the ASA ultimately sided with the complaint. They cited Paul’s vast social media following, spanning 65 million across various platforms, as evidence. The ASA highlighted that approximately 3 million followers on each platform were under the age of 18.
The ASA also noted Paul’s involvement in the children’s television program Bizaardvark, which aired from 2016 to 2018. This show centers around two adolescents. The ASA stated that the show’s viewership in 2023 would likely include some individuals under 18.
“We believe that the show’s audience is likely to be around the same age, making it particularly attractive to children under 18,” the ASA stated.
This isn’t the first instance of the ASA taking action against a Ladbrokes advertisement. In July 2021, they agreed with a complaint regarding a Ladbrokes ad. This advertisement was part of their “Where the Nation Plays” campaign launched in April 2021.
This advertisement depicted three individuals placing bets on the Ladbrokes app. Their reactions to a football match varied. The ASA deemed this advertisement irresponsible and potentially contributing to excessive gambling.
