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Home » Blog » advertising standard authority upholds ruling against betfred for anthony joshua social media posts

Advertising Standard Authority Upholds Ruling Against Betfred For Anthony Joshua Social Media Posts

Paul Kelly
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The ASA (Advertising Standard Authority) are upholding their ruling against UK online bookmaker Betfred following social media posts by the operator which breached the CAP Code, in relation to an Anthony Joshua fight they were promoting.

ASA Upholds Ruling Against Betfred For Anthony Joshua Related Tweets

The ASA (Advertising Standard Authority) has upheld it’s ruling against sports betting app Betfred, over social media posts by the operator.

These tweets were in relation to an Anthony Joshua fight that Betfred were promoting. The three tweets in question posted by the sports betting site came earlier this year in March and April.

The three social media posts in questions were tweets Betfred put out. These include ‘AJ’ being interviewed by commentator Dom McGuinness about his diet, the second about how he prepares for fights and the third was a different interview, where Joshua spoke about his mentality when fighting.

Given that Anthony Joshua is a global figure and an extremely recognisable and popular name in the UK, the ASA questioned the ads and whether they included an individual who was of strong appeal to under 18’s. As the legal gambling age is of course 18, the ASA have deemed these tweets by Betfred as breaching the CAP Code.

Betfred did acknowledge that Joshua indeed has a substantial social media presence, but that their following is an overwhelming majority of adults and that boxing is an adult-orientated sport.

The popular UK bookmaker also made reference to their own social media channels in response, saying they were age-gated to users who were under 18. Furthermore, Betfred claim that their targeted campaigns only served to users who were identified as 25+.

The ASA referenced CAP Guidance, which stated, “a generally high social media following that attracts a significant absolute number of under-18 followers, as determined through quantitative or qualitative analysis, is likely to be considered an indicator of ‘strong’ appeal.”

The ASA also reference that although only a small proportion of Joshua’s followers were under 18 (over 1.1 million), this is still deemed significant and therefore the UK boxing superstar was seen to be of inherent strong appeal to under-18’s.

Betfred aren’t the only UK sports betting site who have come under fire of late. Just two weeks ago, Sky Bet’s social media posts featuring former footballer turned pundit, Gary Neville, also breached the advertising code for appealing to under-18’s.

Such rulings are becoming more and more consistent against social media posts of this nature.

Paul Kelly

Having worked in the sports journalism and sports betting writing industry for several years now, Paul has gained vital skill, knowledge and expertise in a variety of different sports and industries. Paul is confident and competent at writing in-depth stories, features and betting predictions on a regular basis for SafeBettingSites. Having worked in the sports media industry ever since graduating from Liverpool John Moores University in 2020, where he attained a First Class Honours Degree in Sports Journalism, Paul has jumped at the opportunity to attend numerous live sporting events on a regular basis. This includes working at some high calibre boxing, darts, UFC and football events over the years. Paul has covered a whole host of sports for BBC Sport, as well as being a consistent and regular contributor at ESBR Boxing for several years. Paul’s expertise lies in a wide range of sports, but he is particularly specialised in boxing, MMA, golf, football, darts and horse racing. He is also well-rounded in various sports which he may be less familiar with. Working in sports he is less familiar with helps him learn new skills, as well as nurturing the ability to adapt and overcome potential obstacles. Being a sports fanatic, Paul relishes the opportunity at taking on new challenges and is happy to try his hand at anything. During his time studying at university, Paul had the opportunity to gain some vital work experience at both Everton Football Club and BBC Radio 1. This has helped Paul master his knowledge of sports writing, as well as learning new skills with competence and proficiency.

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