Internet gaming firm Kindred Group has been censured by the UK Advertising Standards Authority, as its Unibet brand was found to have violated regulations due to a tweet by horse racing trainer Nicky Henderson.
The offending tweet was Henderson informing his followers of his blog post that he wrote for Unibet, which read: "We're underway with the jumps and my exclusive @unibet blog is now ready to read …"
The tweet is technically a violation of CAP Code 2.1 that states that all marketing communications need to be identifiable as such. Unibet required Henderson to register a Twitter account as a part of his contract, which could be managed by the team. The ruling by the ASA read: "We considered that, because Unibet required Mr Henderson to post about his blog on social media they did have control over the content of tweets relating to the blog."
"We therefore considered that, the tweet, which contained a link to Mr Henderson's blog, was a marketing communication and should have been obviously identifiable as such."
In the future, all ads by the group and Henderson need to include the hashtag #ad.