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The Advertising Standards Authority (ASA) has rejected a complaint filed against Bet365, trading as Hillside, regarding an advertisement featuring boxer Chris Eubank Jr. The complaint questioned whether the ad would appeal to individuals under the age of 18.
The ad in question was a promoted tweet that the ASA encountered in January 2023. It featured an image of Eubank Jr, accompanied by the caption: "It's fight week! Chris Eubank Jr and Liam Smith will be Unleashed in Manchester. Click here for latest odds."
The ASA raised concerns about the potential appeal of the ad to minors due to the inclusion of Eubank Jr. If the ad were found to attract individuals under 18, it would violate the ASA's code of non-broadcast advertising, sales promotion, and direct marketing, known as the CAP code.
In response, Bet365 stated that its social media channels were restricted to users aged 18 and above. It explained that when age verification was not feasible, its campaigns only targeted individuals over 25. Additionally, all of Bet365's social media channels provided options for self-exclusion.
Regarding the specific complaint, Bet365 clarified that the ad was shown exclusively to users over 25 and those who had expressed interest in related content. The operator also conducted live monitoring of individuals featured in marketing materials to ensure low risk, excluding top-flight European footballers.
After assessing Eubank Jr's social media profiles, Bet365 found that 0.1% of his Facebook followers, 0.3% of his Twitter followers, and 0.4% of his Instagram followers were registered as being under 18.
Bet365 emphasized that the CAP code considered Eubank Jr's appearance in the ad to be low to moderate risk, as boxing is generally viewed as an adult-oriented sport.
The ASA concluded that the complaint should not be upheld and no further action was necessary. It determined that Eubank Jr had very little appeal to individuals under 18, and the ad was not presented in a manner that would attract minors.
The investigation of the ad was conducted in accordance with CAP code rules 16.1, 16.3, and 16.3.12.
In a separate case, the ASA banned an ad from BetVictor in April, citing its strong appeal to individuals under 18. The ad featured Spanish footballers Jordi Alba and Sergio Busquets.