The UK's Advertising Standards Authority (ASA) has issued rulings on two gambling advertisements from White Hat Gaming and Midnite, with one being cleared and the other banned.
In the case involving White Hat Gaming, the ASA ruled in favor of the operator concerning its ads for Casimba and The Grand Ivy Casino that appeared on HLTV during a live broadcast. The ASA found no evidence that these ads targeted individuals under eighteen years old. The advertisements were displayed on the HLTV site during a live event of Counter-Strike 2, showcasing offers such as a "100% MATCH BONUS UP TO £100 ON 1ST DEPOSIT" along with appropriate age restriction icons. White Hat Gaming argued that HLTV caters to an adult audience interested in professional esports. While the ASA acknowledged that younger viewers may be attracted to esports, they noted that there was no indication of under-18 viewers making up more than 25% of HLTV’s audience. Consequently, it determined that the ads complied with the CAP Code.
Conversely, Midnite faced a violation ruling due to a TikTok advertisement involving a younger-looking AI character that was deemed to be under twenty-five. This advertisement, featuring a male promoting a betting app with details about free bets during the World Cup, was produced by Limay Media without prior authorization from Midnite. According to ASA guidelines, characters in gambling advertisements must be over twenty-five years of age. Limay Media acknowledged that the ad did not undergo the standard review process, leading to its swift prohibition once flagged. The ASA concluded that the character's youthful appearance suggested he might belong to a younger demographic, thus leading to the ruling against Midnite. As a result, the ASA instructed Midnite to refrain from using the ad again and to avoid featuring characters under twenty-five in future advertisements. This marks the second ruling against Midnite in recent months, following an August decision that prohibited a campaign showcasing characters appearing to struggle before turning to gambling apps.
