UK ASA Orders Sky Bet to Pull Tweet

The UK's Advertising Standards Authority announced that they've gone after operator Sky Bet for a February 9th tweet it said would appeal to people under 18 years of age in violation of the CAP Code.

The tweet was promoted by the company and saw former player Gary Neville talking about who could possibly win the Premier League. The clip had multiple instances of Sky Bet branding, as well as the GambleAware logo, while also including the text: "Is Gary changing his title prediction? Thanks to Man City, It seems @GNev2 is having a change of heart. Part three of The Overlap Fan Debate is out now."

The ASA said that the tweet violated CAP Code rules 16.1, 16.3, and 16.3.12, as Neville has 55,000 followers under the age of 18 on Twitter as well as 80,000 followers under 18 on Instagram.

Sky Bet objected to the ruling, saying that Neville is a "mature age" (48 years old) and that he has been a brand ambassador for the company since 2018 and has a connection with the product. They went on to say that The Overlap podcast that the clip was taken from has a 1.2% audience in the 13 to 17 year age range. They also claimed that the tweet wasn't targeted at youth.

Still, the ASA said the tweet was in violation of rules and needed to be pulled. In a statement, the regulator opined: "Although they made up a small proportion of his total Instagram and Twitter/X followers, we considered that over 135,000 followers aged under 18 was a significant number in absolute terms. We therefore considered that because he had such large numbers of social media followers that were under 18, he was of inherent strong appeal to under-18s."

About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.


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