In the wake of rising concerns over the potential impact of gambling ads on vulnerable populations, including young people, the ruling authority has made a decision. Despite the recent controversies surrounding bet365, the regulator, ASA has cleared the operator from any charges this time. The reason provided was that boxing, in general, is more attractive to older audiences and that the majority of Eubank Jr.’s fan base comprises adults over the age of 18.
Exoneration for the Operator
Under the laws in the UK, companies are categorically forbidden from initiating marketing drives that heavily feature athletes who hold substantial appeal for the youngster population. The ASA, while categorizing sports figures, takes into account the potential risk each holds, thus creating guidelines for sportsbooks. Notwithstanding the regulator’s stringent rules, a recent social media update by bet365 led the authority to initiate a formal inquiry.
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bet365 promotional tweet
The regulator concluded that claims regarding advertising to the youth were not valid, agreeing with the data shared by bet365. The firm highlighted that boxing inherently has more appeal for an older consumer base, while also sharing statistics on Chris Eubanks Jr. viewing trends and social media following. The transparency from the firm played a key role in the expeditious resolution of the case.
As per official figures, only 0.5% of Eubank Jr.’s followers on YouTube are under 18, with a large segment falling between the ages of 25 and 44. The same pattern is echoed in Facebook, Twitter, and Instagram with 0.1%, 0.3%, and 0.4% being underage followers respectively. While TikTok, a youth-focused platform did record a higher 31.7%, bet365 has no official presence and does not post promotional content on this platform.
Breach of Marketing Guidelines Continues to be an Issue
The ASA’s judgement underscores the significance of scrutinizing each case meticulously and analysing its effect on the target audience. The authority reiterates its dedication to safeguard vulnerable individuals, particularly the youth, from potential harms emerging from the marketing practices of operators. Operator Kwiff is a recent example having faced repercussions for their marketing tactics to the underage audience.
Whilst bet365 is clear of this case, the firm hasn’t been entirely controversy-free. Just a month ago, the company was penalized heavily in the Netherlands for using the image and names of 23 athletes unauthorizedly. Also in March, the same authority imposed a fine of €400,000 ($373,600) on the operator for advertising to young adults.
The gambling sector is obligated to not only promote responsible gambling habits but also ensure their ads conform to regulatory norms. However, companies often fall short, compelling regulatory bodies to step in. Although bet365’s latest case demonstrates its adherence to current guidelines, the ASA has to maintain relentless vigilance, with public safety as its topmost priority.
