The Advertising Standards Authority — the United Kingdom’s advertising watchdog — has ruled that an Instagram post shared by XLMedia’s FreeBets.com in July breached code.
that an Instagram post shared by XLMedia’s FreeBets.com in July breached code. The post featured Mancheser United midfielder Mason Mount, who is under 25 years of age. The ASA’s code requires that gambling services use people who are 25 and older in marketing communications.that offer direct wagering. The ASA ruled that FreeBets.com’s marketing breached code due to Mount being the central focus of the ad. For that reason, the regulator has deemed the advertisement as irresponsible.
The ASA has also taken issue with XLMedia’s lack of response to its breached code. The regulator reminded XLMedia to respond to its inquiry but never received a proper response. As a result, XLMedia is prohibited from running the ad in its current form. The company must also ensure that it will not include anyone under 25 years of age in any future marketing.In 2022, gambling operators were banned from publishing ads that included soccer players and other high-profile athletes. However, the ban does not include marketing of club sponsors.kit sponsorship deals with operators. That will change in 2026 when front-of-shirt deals will be banned.
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