From tennis stars to football icons: ASA upholds complaints against gambling ads aimed at young people

Recently, England's marketing standards ("ASA") have demonstrated great energy in the gambling business. Two new orders have been issued on new rules for gambling advertisements established in England last year.

On October 1, 2022, the new standard for gambling advertisements is that gambling business advertisements are indicated or associated with youth culture ("new rules"). To prevent people under the age of 18, we have restricted our promises to secure this (the simple presentation is possible here). At that time, it was questioned what "strong appeal" actually means, but the conclusion of a series of court shown was the right idea that the fastest asa corresponds to the range. I gave it. ASA is an advertisement (see here), Jake Paul, Eddie, David Moe, Frank Lampard, Brendan Rogers, Gary Over 'Nile (see here). The feature of the images has been closed to the two tweets supported by Rad Broks. However, the ASA does not believe that other star players, such as Peter Crouch, Mike Richards (see here), and Chris Ubank Jr. (see here), are attracting young people.

On August 9th, at its own latest conclusions, LC International Company linked to Marketing-Tweets for Men's Tennis's main players on Novak Jokovic, Rafael Nadal, Nick Kilgios, Stepanos Chishipus. (Trading as Rad Broks) (Rad Broks) was blamed. And on August 16, 2023, the ASA complained about the Sky Sports Twitter account advanced by Hillside (UK Sports) ENC (BET365) (BET365) for the Premier League.

All tweets were recognized as being able to use people under the age of 18, so all claims were satisfied, but they were actually considered a violation of the English rules ("Cap Terms"). 。

Marketing advertisement

The ASA searched for online affair advertisements using a new system that predicts the artificial origin of the heart, and pointed out that the introduction of Star Tennis Radbroke was inappropriate in tweets. Four Radbroke advertisements were tweeted in January and February 2023:

1. The first tweet is "What are the four players who advance to the sem i-finals in the 2023 Australian Open Men's Singles? [Emoji). Please say the name of the player who will advance to the semifinals with your expectations. [Tennis ball emoji] #ausopen # AO2023 ". The tweet included images of four tennis players and list of four games. In the meantime, there was a name and photo of Novak Djokovic. The image was written as "AUS Open 202 3-Men's Quarter".
2. The second tweet was "Who will be the first men's grand slam in 2023? The tweet contains images of four players, including Novak Djokovich, Rafael Nadal, and Nick Kyrgios, which includes a random voting for Twitter users to vote for players who think they would win.
3. The third tweet is "The Emoji of the Stars] History of Star [Entering Stars]. The 27th #Ausopen victory in Novak Butch is an unusual lon g-term championship in the men's singles in the open era. Is this famous Serbourne in the #AO2023 title in Melbourne? The tweet, which featured up, was accompanied by the words "I have never lost in Melbourne Park since 2018." 27 wins in Australian Open. "
4. The fourth tweet said, "Novak Djokovic is a candidate for the men's match @Australianopen 2023! Jokovic, a symbol of Serbian, defeats Chichi Pass 6-3, 7-6, 7-6 in Melbourne. This is the tenth title of Aussie Open for Novak! In this tweet, the image of Novak Djokovic and "Novak Jokovic, the 10th Australian Open champion. Australian Open 2023 Men's Facialit!". ".

In February 2023, the tweet posted on the Sky Sports Premier League Twitter account advertised by BET365 states that "Granito Jaka has decided this elegant finish at Arsenal vs. Mannighted last season." Ta. In this tweet, a video of a soccer player kicking a corner kick was embedded. When the player hit the ball, a green digital circle appeared around him. Later, the ball flew in the air and a green triangle remained. At the end of the tweet, I saw the BET365 logo.

Later, the video turned into a video of the Arsenal vs. Manchester United soccer game. The video shows a figure of Haka Stone scoring the goal and the audience cheered. Later, the video was reflected in the irreparable score of the game.

Radubroke's reaction

According to Radbroks, the four tweets are not for the purpose of advertising products and offer, but more edited to attract viewers. The two tweets were limited to the recent success of Novak Djokovic, and the other was a survey on the opening of the Australia. Radbrokes acknowledged that TWES would appear in the tweet, but said that he had taken measures to prevent tweets under the age of 18.

Radbrokes, in an investigation of media profiles, subscribers, and charity partnerships, highly appreciated the possibility that all players had the right to take care of adults. In fact, they pointed out that they were 21 years old or older, and that they are actually affiliated with brands that attract adults. Radbrokes also stated that advertisements on public networks were targeting only for those over the age of 25.

In fact, data proved that this ad was covered only by a few people under the age of 18. Radubrokes found that it was a statistical error and asked Twitter to explain.

In detention, Radbrokes will not be able to present tweets to people under the age of 18, and to guarantee that they are considered an abnormality of a few shows that have reached this age group. He said that he was actually taking all cautious measures.

Reply to bed 365

Bet365 advertised his advertisement before the Sky Sport Premier League video clip using Twitter's Amplify. The feature of the Amplify allows advertisers to display ads before the top video of the tweet. In the case provided, the first video content and the word Tweet were set by Sky Sports. BET365 wanted to be an advertisement like a classic television ads displayed in front of a sporting event. For this reason, the company's advertisement was posted before the video clip Sky Sports Premier League using Twitter's AMPLIFY function. The video clip Sky Sports was set by Sky Sports, and the advertisement for Bet365 was Bet365. The two contents were separate, and the advertisement of BET365 was displayed just 5 seconds before the Sky Sport videos began.

BET365 has issued a unique advertisement targeting users aged 25 and over. The ad was only 5 seconds, and the Sky Sport video was 21 seconds. Bet365 believes that people have not seen advertisements for 25 years.

The Bet365 explained that the amplification content actually has a method of controlling so that it can only work among users over the age of 25. Apart from this, they focused on not being cut off the young people with PREROLL's notice. The BET365 ad was displayed in just 5 seconds, in front of the 2 1-second Sky Sport Premier League video. This, in effect, means that only a small part (0. 2 %) of the user who found advertisement was 18 years old.

In response to ASA requests, Bet365 provided detailed information about the attributes of Khak Granite viewers on Instagram and Tiktok. BET365 revealed that Khak Granite did not release his profile on Twitter. In Instagram, 0, 4 % of subscribers have not reached 18 years old. In Tiktok, 32 or 3 % of subscribers have not reached the age of 18. This means that 3, 38 %of his total viewers have not reached the age of 18.

BET365 also has no profile in Tiktok, and does not have a lot of marketing on the platform. In other words, it is unlikely that their advertisements will be focused on users under the age of 18 on Tiktok.

Sky Sports did not know any claim about tweets. They resolutely rejected the subsequent remarks. Twitter stated that advertising tweets do not satisfy their marketing politicians. They did not know any claims about tweets, but said they would be awarded advertisement if the appeal was satisfied.

ASA conclusion

Radbrokes ASA Conclusion ASA

• The ASA is likely to be able to present a famous athlete that covers a tennis player with important national authority in adjusting the CAP code. He pointed out that it belongs to the most risky category.
• Novak Djokovic, Rafael Nadal, Nick Kyilgios, Stefanos Chichipis. All four tennis players participated in the late last year's huge helmet tournament. Jokovic and Nadal were the former world champions, holding a collaborative record in the giant helmet title. Kilgios is Wimbledon in 2022, and Zuitsipis has won the Australian Open in 2023.
• Due to such a moment, the ASA regarded as the "star player" that all four players were highest in the tennis world. According to the CAP code, they are listed as the highest level of risk players, so they may be beautified to children under the age of 18.
• However, ASA acknowledged from Radbroks's data that most registrants of each player on social networks were over 18 years old and their commercial partnership was an adult brand.
• Radbroks provides data on the age and commercial partnership of the players on social networks, but the ASA is likely to appeal to people under the age of 18. I'm thinking. The ASA believes that advertisements will be published in media that can completely eliminate young people under the age of 18 from viewers. This applies to situations where the age of the person who viewed the ad was confirmed, for example, when using a marketing list confirmed by payment data or credit confirmation. However, the ASA does not believe that marketing data obtained from user behavior matches this threshold.
• ASA acknowledged that Radbrokes had advertised in targeting 25 years old or older. However, Twitter is a media environment in which users are independently checked by users at the time of registration, and they do not use reliable age tests, so the ASA is the maximum accuracy of Radbrokes under the age of 18. We do not think that we have excluded, and are likely to appeal to this age group.
• For these reasons, the ASA concluded that the ad was irresponsible and violated the rules.

ASA-BET365 Case Judgment

• ASA concluded that the tweet was BET365, as BET365 advertised the user in Twitter bands.
• ASA is an activity that is popular with children under the age of 18, and the British soccer players who play in top clubs are more likely to appeal to children under the age of 18. He pointed out that the risk was considered high.
• The advertisement will feature Granit Haka, a famous soccer player playing at Arsenal Football Club and Swiss Football Club. ASA has determined that HAKA could pay attention to people under the age of 18 according to Cap Code.
• As ASA's conclusion on Radbroke mentioned above, Asa believed that if the advertisement was focused on the global infere tool, it would be possible to completely eliminate 1 8-yea r-old young people from viewers. However, Twitter is a media environment in which users autonomously identify themselves at the time of registration, and do not use a reliable age test. As a result, the ASA regarded BET365 that it has not excluded the 1 8-yea r-old youth from viewers with the maximum accuracy required for advertising that you are under the age of 18 may see. 。
• According to these reasons, the ASA concluded that the ad was irresponsible and did not comply with the cap code.

Correct procedure

I emphasized the right main conclusions:

1. Both conclusions match the recent suppression of ASA. When considering whether one or another youth could be attracted, the ASA found that there was no hierarchy. In each case, Ladbrokes and Bet365 provide data on the age of soccer players on public networks, their own paid partnership, and from the help of Twitter, as the content targets 2 5-yea r-old users. We provided information about what kind of help countermeasures are being taken. However, the ASA believed that the data was inadequate to describe the high status of sports people appearing in advertising, which is classified into the most risky category in accordance with the CAP code.
2. Both orders show a way to distinguish how ASAs refer to the age test mechanism. These orders acknowledge that the ASA actually overlooks that the sel f-advertising process on Twitter is overlooking the 1 8-yea r-old s-The acquired data is actually, the advertisement is actually. The ASA did not believe this is a reliable reflection of the actual audience, including the establishment that the 1 8-yea r-old young man has browsed a considerable minority.
3. When choosing a person or character for advertising gambling, the advertiser must be careful. You should consider the artel profile and charm of people and characters, not limited to specific contexts of ads. Laddubroks 'conclusion, which banned a tennis player, indicated that these players' "stars" have the highest risk according to the cap code, leading to the appeal of advertising to those under the age of 18. 。 At the same time, the conclusion of BET365 lineup is that it actually allocates the most wide of the world, such as soccer and athletes (playing with Arsenal Football Club and his own representative teams), and brings mechanical risks under the cap code. It greatly contributed to the charm of advertising to people.

As a whole, these conclusions are the gambling advertiser to carefully observe the marketing stereotype and to consider the attractiveness of young audiences to the young audience to start up the advertisement accurately. work.