The ASA has ruled that Sky Bet's social media post featuring Gary Neville breached an advertising code aimed at under-18s.Sky Bet has come under the scrutiny of the Advertising Standards Authority (ASA) over a promotional tweet in which soccer expert Gary Neville discussed Premier League teams.The ASA is considering whether Neville's tweet is appealing to under-18s and whether it breaches the advertising code.
Sky Bet claims that Neville is no longer popular with children and young people and points out that his YouTube content is aimed at an adult audience.Statistics show that only a small proportion of The Overlap, sponsored by Sky Bet, has an audience between the ages of 13-17.
However, the ASA believes that due to the large number of under-18 subscribers, Neville is still an appealing figure to this age group and therefore the ad breached the rules.As a result, the ASA demanded that Sky Bet not use any future advertisements that strongly appealed to under 18s.
This case comes after Sky Bet extended its partnership with Neville for a new soccer series, and signifies a new chapter in the company's partnerships in the world of sports and entertainment, including a contract extension with the English Football League (EFL) and responsible gaming measures.
