The Advertising Standards Authority (ASA) has recently issued a warning to Ladbrokes, a prominent gambling company, regarding two tweets that targeted individuals under the age of 18 in relation to the Premier League. The regulatory body found these tweets to be in violation of advertising standards and potentially harmful to young audiences.
The first tweet in question was posted during a Premier League match and encouraged followers to “retweet” if they believed a certain player would score the first goal. The tweet included the hashtag #ThePremierLeagueReturns, which could easily attract younger fans who are active on social media platforms. The ASA deemed this tweet to be problematic as it could potentially expose under 18s to gambling-related content.
The second tweet, also related to the Premier League, featured a video of a young boy wearing a football jersey with the Ladbrokes logo. The tweet asked followers to “reply” with their favorite team’s name for a chance to win a signed shirt. This particular tweet raised concerns as it directly targeted individuals under the legal gambling age and could potentially normalize gambling behavior among young audiences.
The ASA’s primary concern with these tweets is that they breach the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). According to the code, gambling advertisements must not be targeted at individuals under 18 years old or exploit their susceptibilities. The regulatory body believes that Ladbrokes’ tweets violated these guidelines by appealing to younger audiences and potentially normalizing gambling behavior among them.
In response to the ASA’s warning, Ladbrokes promptly removed the tweets and acknowledged their mistake. They stated that the tweets were posted in error and did not align with their commitment to responsible gambling practices. The company also assured that they would take necessary steps to prevent such incidents from occurring in the future.
This incident serves as a reminder of the importance of responsible advertising, particularly in industries like gambling that can have a significant impact on vulnerable individuals, including those under 18. The ASA plays a crucial role in monitoring and regulating advertising content to ensure compliance with established guidelines.
Furthermore, this warning highlights the need for companies to exercise caution when using social media platforms for promotional purposes. With the prevalence of younger audiences on these platforms, it is essential for businesses to be mindful of their target demographic and avoid content that may inadvertently appeal to individuals who are not legally allowed to engage in certain activities, such as gambling.
In conclusion, the ASA’s warning to Ladbrokes regarding two tweets targeting under 18s in relation to the Premier League emphasizes the importance of responsible advertising practices. It serves as a reminder for companies to be vigilant in their promotional efforts and avoid content that may expose underage individuals to potentially harmful or inappropriate material.
