UK Advertising Watchdog Investigates FreeBetsDotCom Over Mason Mount Ad

The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently initiated proceedings against FreeBetsDotCom, a website that gathers betting promotions from various bookmakers. This action stemmed from an Instagram advertisement run on July 11th and 12th, 2023, which displayed Manchester United athlete Mason Mount within a football game setting. Two grievances arose, prompting the ASA to examine if the advertisement breached advertising guidelines.

Further complicating the situation, XLMedia, the parent company of FreeBetsDotCom, neglected to address the ASA’s inquiries. This absence of collaboration amplified concerns, potentially infringing upon the advertising code regarding prompt replies (specifically, rule 1.7 of the CAP Code edition 12). The ASA stressed the significance of timely interaction and reminded the company of its duty to adhere in subsequent communications.

The central concern revolved around the prominent display of Mason Mount, an individual below the age of 25, in an advertisement promoting wagering services, a practice restricted under British advertising regulations. The CAP Code explicitly states that individuals under 25 should not have a significant presence in marketing materials for gambling unless wagering can be conducted directly through the advertisement.

Although FreeBetsDotCom maintained that its service does not facilitate betting but instead directs users to betting platforms, the ASA considered the inclusion of Mount in the advertisement irresponsible. They contended that despite FreeBetsDotCom not being a direct betting platform, it still connects users to gambling services. Featuring someone as young and influential as Mount in their advertising could be perceived as trivializing and promoting gambling among young individuals.

A wagering firm landed in trouble due to a promotion showcasing their youthful representative, Mount. Apparently, in Britain, one must be 25 to be featured in gaming promotions, and Mount was merely 24 at the time. The Advertising Standards Authority (ASA) intervened and removed the advertisement, stating it violated regulations concerning ethical obligations. XLMedia, the enterprise responsible for the situation, received a reprimand and a firm lecture regarding utilizing young celebrities to endorse gambling. They’ve also been reported to the CAP compliance group for additional measures.