The UK’s Advertising Standards Authority (ASA) has prohibited an advertisement by Dribble Media, trading as Midnite, after it determined the content violated gambling advertising regulations. The ad, which appeared on Midnite’s official X account on May 25, 2025, featured an AI-generated parody of footballer Trent Alexander-Arnold delivering a farewell speech. The video aimed to capture the attention of football fans but was criticized for its potential appeal to under-18 viewers.

The Controversy and ASA’s Assessment

Midnite’s post claimed that the content was a fictional, AI-generated parody and included a disclaimer stating that all voices and likenesses were fictional. The post also included responsible gambling messages, such as the “18+” age warning and BeGambleAware branding. Despite these precautions, the ASA found the ad to be in violation of the Committee of Advertising Practice (CAP) Code.

The controversy stemmed from the fact that the AI-generated video depicted Alexander-Arnold, a highly recognizable figure among both adults and young audiences, particularly under-18s. As a prominent player for Liverpool and the England national team, Alexander-Arnold is a figure of strong appeal to younger viewers. The ASA concluded that the depiction, even in AI form, was likely to attract under-18s, which breached advertising standards for gambling-related content.

As stated by ASA, Midnite responded by asserting that the ad was meant as a humorous, editorial piece rather than a direct promotional ad. They pointed out that it lacked traditional marketing elements, such as betting odds, product mentions, or links to their platform. Furthermore, they argued that the watermark on the video and the safer gambling messages were not intended to make the content a formal advertisement but were includedas a precaution. Despite these claims, the ASA maintained that the ad was directly connected to Midnite’s gambling services due to the clear branding and the presence of responsible gambling messages throughout the post.

The ASA’s decision highlights an ongoing concern regarding gambling ads and their potential to reach underage audiences, particularly on social media platforms like X. While X has measures in place to prevent under-18s from accessing gambling-related content, these rely on self-reporting, leaving room for minors to misrepresent their age. The ASA cited evidence from the Ofcom report, which found that a significant portion of underage users are able to access content intended for adults.

The ad’s reliance on a football star with widespread youth appeal further complicated matters. According to the CAP Code, gambling ads featuring individuals with strong appeal to under-18s, particularly those associated with youth culture like football, are prohibited. Football, in particular, has an exceptionally high media profile among young people, and figures like Alexander-Arnold are often viewed as role models by younger fans. The ASA’s guidance on this issue has made it clear that ads featuring such high-risk figures should be avoided in gambling marketing.

Midnite’s Response and Future Actions

In response to the ASA ruling, Midnite acknowledged the heightened risk of the ad’s appeal to under-18s, given Alexander-Arnold’s popularity among younger demographics. The company emphasized that the video was not intended to promote gambling but was merely an editorial piece focused on football humor. Following the ruling, Midnite removed the video from its social media account and announced that similar posts would no longer be published.

The ASA’s decision to uphold the complaint underscores the growing regulatory scrutiny on gambling advertising, particularly in digital spaces. With social media platforms becoming increasingly influential, there is heightened concern about the exposure of gambling content to younger audiences. The ruling serves as a reminder to gambling operators that marketing communications must be carefully crafted to avoid targeting or appealing to under-18s.

The decision also comes at a time when the UK’s advertising regulations for gambling are tightening. The CAP Code, which governs advertising standards, has specific rules about gambling-related content, emphasizing that ads should not appeal to minors or reflect youth culture. This regulation aims to protect young people from being exposed to harmful gambling content, which can lead to unhealthy habits and addiction.

Additionally, the ASA’s ruling aligns with broader efforts to regulate gambling marketing on social media platforms. A recent change in the Committee of Advertising Practice’s (CAP) remit has extended oversight to all gambling-related content on social media targeting UK audiences, regardless of the operator’s location. This move addresses a significant loophole that previously allowed overseas operators to bypass UK regulations.