Four additional Ladbrokes ads taken down by ASA
The four violating advertisements in question were promoted Twitter posts, with the violations taking place throughout January and February of the year. The tweets were about the 2023 Australian Open tennis championship, with all of them containing pictures of popular tennis player Novak Djokovic. Moreover, one of the tweets also contained photos of three additional popular athletes from the sport.
The authority challenged the advertisements as it was concerned that they featured people who were likely to have a sizable appeal among minors. The gambling firm responded by stating that the posts were intended to be of an editorial nature and that it reviewed the athletes’ follower bases to assess the likelihood of them having a prominent following of minors. The company also stated that all four players were unlikely to appeal to younger people due to their sponsor partnerships, which involved brands that would not appeal to under-18s.
Ladbrokes further added that it targeted the tweets to Twitter users above the age of 25 to avoid reaching any minors. However, the ASA has upheld the decision, stating that high-level athletes are considered to have a high likelihood of being popular among children and can only feature in ads on verticals with reliable age verification solutions. Twitter’s verification system allows users to verify themselves and input inaccurate information, making it unsuitable for such promotions.