The UK’s Advertising Standards Authority (ASA) has ruled that a social media post by Dribble Media, operating as Midnite, was in breach of advertising regulations.
The post, which featured an AI-generated video of footballer Trent Alexander-Arnold, was found to have a strong appeal to individuals under the age of 18, thus violating the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code).
The post in question, published on 25 May 2025 on the social media platform X, depicted an AI-generated video of the footballer delivering a farewell speech. The video was accompanied by the caption “Midnite. AI-generated parody” and a disclaimer noting that the voices and images were fictional.
Midnite contended that the content was editorial and did not directly promote its betting services. However, the ASA concluded that the inclusion of the brand logo and responsible gambling messages, such as “18+” and “Be GambleAware,” established a clear link to its betting services.
The timing of the post, coinciding with Alexander-Arnold’s transfer from Liverpool, further increased its visibility and appeal among football fans, including minors.
The ASA also noted that while platforms like X have measures in place to restrict underage users from viewing gambling content, these mechanisms are not infallible.
The authority found evidence to suggest that a significant number of under-18 users could have accessed the post, either by providing false age information or through exposure on the platform’s main feed.
Consequently, the Advertising Standards Authority deemed the post irresponsible and in breach of the CAP Code. Dribble Media Ltd was instructed not to repost the content in its original form and to refrain from using individuals or characters likely to appeal to minors in future advertising.
