The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently examined grievances regarding promotions by FreeBetsDotCom on the social media platform Instagram in July. FreeBetsDotCom is an online platform that aggregates wagering promotions from various bookmakers.
The promotional materials featured Mason Mount, the Manchester United and England football player. Two individuals lodged complaints, expressing that these advertisements were unsuitable and potentially violated advertising regulations, prompting an investigation by the ASA.
Concerningly, XLMedia, the organization operating FreeBetsDotCom, did not provide a response to the ASA’s inquiries. This absence of cooperation raises apprehensions about XLMedia disregarding the ASA’s regulations, particularly those pertaining to prompt responses during investigations. The ASA emphasized the significance of companies engaging with them and stressed that future instances of non-compliance would not be accepted.
The core of the complaints centered around the fact that Mason Mount, being younger than 25 years old, should not be a central figure in gambling-related advertising. The ASA concurred. Their guidelines are unambiguous: featuring someone below the age of 25 in such a manner is irresponsible, as it has the potential to normalize gambling among a youthful demographic. Although FreeBetsDotCom itself does not accept wagers, it clearly derives financial gain from directing individuals towards betting activities.
This particular advertisement, showcasing rising football phenom Mason Mount, became problematic. At only 24 years old, his prominent role in a gambling promotion raised concerns. The UK’s Advertising Standards Authority (ASA) intervened, deeming the campaign irresponsible and a violation of regulations safeguarding youth. Subsequent actions included prohibiting future broadcasts and issuing a firm reprimand to XLMedia, the company responsible, emphasizing a ban on utilizing celebrities under 25 for gambling promotions. Further examination of the case is underway to ascertain potential legal infractions.
