Ladbrokes Premier League Players Ads are Banned

The UK Advertising Standards Authority’s new rules first affect Entain’s Ladbrokes. Ads with “strong attraction” to children are covered.

Adult publicity:

The banned ad features several Premier League stars. The company tweeted a montage of Philippe Coutinho, Jesse Lingard, and Kalidou Koulibaly in October to launch the campaign. “Can these summer signings alleviate the questions regarding their performances?” follows the video.

Gambling advertising laws have relaxed. The only issue was if they had a “special appeal” to children. In 2022, the Committee on Advertising Practice and the American Society of Advertising will prohibit advertisements for gambling that “strongly attract” children. This means that regardless of how enticing a commercial is to adults, it must be prohibited if a large percentage of children find it appealing.

Premier League players cannot feature in gambling ads, except for adult audiences. These ads cannot feature celebrities.

The rules were inadequate:

Ladbrokes replied that it “carefully absorbed” all regulations. They said they expected the commercial to appeal to kids, but the company said it “used all possible targeting and age-gating tactics” to keep kids out.

The company targeted adults over 25, and statistics showed no youngsters saw the ad. The complaint remains. Twitter’s age verification is insufficient, thus ASA won’t run the ad.

If marketing lists validated by payment information or credit checks verified the ad viewers as 18 or older, this would be the case.

User activity-derived marketing data did not meet this requirement.

Twitter users verify their ages, making the results unreliable. The ASA says the ad’s audience likely includes children, and the content is inappropriate.

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