Dribble Media rapped over irresponsible esports betting ad – Marketing & affiliates

The UK’s Advertising Standards Authority (ASA) has upheld a significant complaint against Dribble Media regarding an advertisement that promoted esports betting for the video game title, Midnite, which was featured on Facebook.

On September 18, an advertisement claiming “Top tier esports for UK games… Crazy odds Huge Wins Blitz pay-outs” sparked scrutiny. Accompanied by a tweet that exclaimed, “I’m so hooked on CS:GO bets rn I’ve been making the craaaaaziest [sic] calls,” the ad raised concerns within the gambling community and among regulators.

A single complaint was submitted to the ASA, asserting that the advertisement fostered problem gambling behaviors and questioned its overall responsibility. This highlights the industry’s ongoing challenge to strike a balance between engaging marketing and promoting responsible gambling practices.

In its defense, Dribble Media explained that the advertisement was produced by a third-party agency that had not adhered to the company’s stringent policies governing social media advertising. Following the incident, Dribble Media announced the removal of the advert and confirmed it would cease any collaboration with the third-party originator.

The ASA’s assessment referenced the CAP Code, which mandates that marketing communications must not portray, condone, or endorse gambling behaviors known to be socially irresponsible or likely to result in financial, social, or emotional harm. This is a critical regulation promoting ethical advertising within the gambling sector.

Particularly concerning was the phrasing, “hooked on CS:GO bets,” which the ASA found to positively frame gambling addiction. Additionally, the claim of “making the craaaaaziest [sic] calls” suggested reckless betting as an acceptable behavior, further breaching responsible gambling guidelines.

In evaluating these elements, the ASA concluded that the advertisement contributed to a narrative that condoned and encouraged potentially harmful betting practices. The authority recognized Dribble Media’s statement regarding the third-party involvement but emphasized that the company ultimately holds responsibility for its advertising content.

The ASA determined that the advertisement violated CAP Code (Edition 12) rules 1.3, which pertains to responsible advertising, and 16.3.1, related to gambling.

Consequently, the ASA has directed Dribble Media to refrain from portraying, condoning, or encouraging gambling behaviors that could be deemed socially irresponsible or potentially detrimental in the future. This case serves as a vital reminder of the importance of adhering to responsible advertising standards in the rapidly evolving gambling industry, ensuring a commitment to safeguarding consumers while engaging in competitive marketing strategies.