The UK Advertising Standards Authority (ASA) has ruled that a social media post created by Dribble Media under the Midnite brand breached gambling advertising rules.
Post Found to Breach CAP Code
The disputed post, published on 25 May 2025 on X, featured an AI-generated video of footballer Trent Alexander-Arnold giving a farewell speech. It carried the caption “Midnite. AI-generated parody” and a disclaimer that the voices and images were fictional. Despite this, the ASA determined that the content strongly appealed to individuals under 18. This violated the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code).
Why the ASA Intervened
Midnite argued that the video was editorial rather than promotional and did not advertise betting services directly. However, the ASA highlighted that the presence of Midnite’s logo and responsible gambling messages such as “18+” and “Be GambleAware” tied the content to the brand’s gambling services.
The timing also played a role. The post coincided with Alexander-Arnold’s high-profile transfer, increasing its reach among football fans, including minors. The ASA concluded that this context amplified the risk of exposure to underage audiences.
Wider Context in Advertising Enforcement
This decision follows a June 2025 ruling against LiveScore Bet. Their in-app ads displayed live betting odds and were found accessible to under-18s. The ASA has repeatedly warned operators that, although platforms like X employ age-restriction measures, these are not foolproof. Young users can bypass them with false age declarations. They might also encounter gambling content via algorithmic feeds.
Final Ruling and Future Guidance
The ASA judged the Midnite post as irresponsible and in breach of the CAP Code. It instructed Dribble Media Ltd not to repost the video. They were also asked to avoid using figures, themes, or characters with strong appeal to under-18s in future marketing campaigns.
