The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently made a judgment against Betfred, a gambling firm, concerning promotional messages on their social media platform about Anthony Joshua’s boxing event. These specific posts, appearing in March and April of 2023, showcased Joshua in conversation with sportscaster Dom McGuinness, discussing his training regimen, pre-fight mentality, and other preparations. The ASA objected to these advertisements, asserting they breached advertising regulations due to the featured individuals holding significant appeal for minors.
Betfred refuted the claims, stating their online platforms have age limitations to block access to anyone below the age of 18. They further clarified that on platforms lacking rigorous age verification, their targeted advertising exclusively reached individuals aged 25 and above who had demonstrated interest in comparable material. While recognizing Joshua’s substantial social media fanbase, the company insisted that the majority of his supporters are adults, and moreover, boxing itself is a sport geared towards adults, with matches generally occurring late in the evening and necessitating payment for viewing.
The United Kingdom’s advertising watchdog, the ASA, is taking a firm stance against gambling promotions that might be particularly attractive to youths. They lately called out boxer Anthony Joshua’s massive online audience, stating that while a minor fraction are minors, the absolute quantity of youthful followers is substantial. This comes on the heels of a comparable judgment against Sky Bet for a message showcasing Gary Neville. It appears the ASA is adopting a strict approach on this matter, so observing how social media marketing adjusts will be intriguing.
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