FreeBets.com social media post taken down by the ASA
The violating post in question was posted by the gambling affiliate firm to its Instagram account in the first half of July and featured Manchester United’s Mason Mount. This caught the attention of two complainants, who brought the case to the ASA, challenging whether it broke the UK’s advertising regulations by featuring the athlete.
Under the gambling advertising regulations of the UK, industry firms are not allowed to feature people in their promotional materials if they either look younger or are confirmed to be younger than 25 years old. Some exceptions do apply to this law, namely for operators that offer wagers through a transactional platform, such as a dedicated website, however, this was not the case for FreeBets.com.
The ASA stated in its announcement that while the firm’s services themselves are not gambling, utilizing them would place their users in close contact with the pastime. Combined with the fact that Mount is 24 years old, this drove the regulator to consider the social media post inappropriate and to order its takedown.