Mason Mount Gambling Ad Banned for Targeting Young People

Britains advertising authority, the ASA, recently examined grievances regarding an Instagram promotion showcasing Manchester United player Mason Mount. The advertisement, for a platform that contrasts wagering deals, appeared in July 2023.

Two individuals lodged complaints, expressing worry that featuring Mount in the promotion was reckless. The ASA investigated if the advertisement violated regulations intended to safeguard young individuals from gambling-related harm.

The business responsible for the advertisement failed to address the ASA’s inquiries, which only exacerbated the situation. This absence of cooperation is a significant concern, as businesses are obligated to participate in the ASA’s investigations.

Central to the issue was Mount’s age. At 25, he’s deemed too youthful to be a prominent figure in gambling promotions unless it’s for a direct wagering service. Although the advertisement wasn’t for placing wagers directly, it undoubtedly promoted gambling. The ASA determined that utilizing someone like Mount, who enjoys popularity among young enthusiasts, was irresponsible and could desensitize a susceptible demographic to gambling.

A UK gambling promotion showcasing 21-year-old soccer star Mason Mount was deemed inappropriate and subsequently prohibited. The regulatory body, the Advertising Standards Authority (ASA), determined that prominently displaying a youthful athlete in a gaming advertisement could unduly sway susceptible young individuals. Consequently, XLMedia, the organization responsible for the promotion, received instructions to cease its circulation and refrain from employing celebrities under the age of 25 in forthcoming gaming campaigns. The UK’s advertising regulatory authority is conducting a further examination of the matter.