The Advertising Standards Authority, the UK’s advertising regulator, remained unconvinced by Betfred’s justifications. They reaffirmed their initial ruling, stating that the bookmaker’s social media posts concerning boxer Anthony Joshua were a blatant violation of advertising regulations.
These were not simply random posts; they showcased Joshua engaging with esteemed boxing analyst Dom McGuinness, exploring his nutrition, workout routine, and pre-fight mentality. This material, the ASA contended, could be highly enticing to young individuals, including those below the age of 18, a significant transgression in the realm of advertising guidelines.
Betfred’s defense hinged on the age limitations implemented on their social media channels. They stressed that these platforms are structured to be inaccessible to anyone under 18. Moreover, for platforms where rigorous age confirmation was not feasible, they asserted their advertisements were meticulously directed, reaching solely users aged 25 and older who had demonstrated an interest in boxing.
They additionally argued that while Joshua commands a substantial social media audience, the overwhelming majority are adults. Boxing, they highlighted, is intrinsically a mature sport, with bouts frequently occurring late at night and necessitating payment for viewing.
The United Kingdom’s Advertising Standards Authority (ASA) is taking strict measures against social media personalities, including some surprising targets. In a recent decision, they sanctioned boxer Anthony Joshua, referencing their rules that substantial online audiences, particularly those with a considerable youth demographic, inherently attract underage viewers. Despite Joshua’s fanbase being primarily composed of adults, the ASA deemed his 1.1 million followers too significant to overlook.
This action follows a comparable judgment against Sky Bet, a gambling firm, for a social media update featuring Gary Neville. It appears the ASA is adopting a firm stance on safeguarding young individuals from potentially detrimental promotional material, irrespective of the influencer’s intended viewership. This situation is certainly one to monitor as it unfolds.
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