The Advertising Standards Authority (ASA) has upheld complaints related to Facebook and X ads published by football score predictor platform Lebom.
The ads in question featured internet personality ‘Mashtag Brady’, who provided a demonstration of the Lebom app while promoting the platform.
In the Facebook version, Brady was surrounded by a group of friends with alcoholic drinks. They did shots while Brady said: “Let’s get p*****”.
The video then showed clips of Brady and his friends in a bar discussing a potential forfeit for the person who came bottom of the Lebom group.
One member of the group won a £200 prize pot. He and his friends drank to celebrate his win, while the loser was shown walking through the bar in their underwear.
Meanwhile, the X version of the ad played out in a similar way, but this time Brady instructed his friends to “go get absoultely f***** up” along with shortened versions of the Facebook ad.
The complainants argued the ads “portrayed, condoned or encouraged gambling behaviour that was socially irresponsible” and also encouraged excessive drinking.
In response to the ASA’s investigation, Lebom responded that the ads were in fact socially responsible.
Lebom explained that it works with content creators to promote its app in order to make the ads more authentic, something which co-founder Chris Ricketts told EGR back in May.
The videos in the ads of Brady and his friends were taken from the influencer’s unscripted YouTube videos, with the tone parodying a drinking game known as ‘Soccer Saturday’.
According to Lebom, the clips were intended for Brady’s audience and the content was consistent with his usual social media output.
Lebom said the alcohol references in the ads were incidental and not reflective of the app’s gameplay, and also claimed scenes of the ‘loser’ doing a forfeit were intended to show that there was always a loser when playing on the platform.
The predictor platform added that they featured individuals losing bets in almost all of their ads to “responsibly reflect the reality of gambling”, and that the ads were responsible as they portrayed Lebom being used in a realistic and relatable context.
Upon recieving notice of the ASA’s investigation, Lebom removed all ads which featured the phrases “Let’s get p*****” and “Let’s go get absolutely f***** up”.
They also removed an ad featuring the ‘loser’ partaking in the forfeit.
However, the ASA eventually upheld the complaints against the ads, citing CAP Code guidance which states that “marketing communications that portrayed a character being treated with admiration by others as a result of their gambling is likely to link gambling with improved self-esteem”.
The watchdog ruled that the ads must not appear in the form again, while warning Lebom that its future ads should not “portray, condone, or encourage gambling behaviour that is socially irresponsible, or encourage excessive drinking”.
An ASA statement read: “While we acknowledged Lebom’s intention to portray losing as part of the reality of gambling, we considered that the ads went beyond referencing the emotion associated with losing.
“Instead, they showed the winner being celebrated by his friends whilst the loser was made to complete an embarrassing forfeit. That created the impression that the winner, who had had the most success gambling, was someone to be admired and the loser was someone to be looked down on.
“We therefore considered that the ads irresponsibly linked gambling with improved recognition or self-esteem.”
With regards to the excessive drinking complaint, the ASA noted the use of alcohol in Lebom’s ads was not incidental and in fact featured prominently.
The ASA continued: “We considered those scenes encouraged excessive drinking by presenting binge drinking alcohol in a humorous manner.
“We also considered those same scenes presented drinking excessive alcohol as an activity that could be combined with gambling in order to improve socialising with friends, and which trivialised the risks of gambling whilst under the influence of alcohol.
“We considered that by portraying and encouraging excessive drinking, including within the context of gambling, the ads were irresponsible and breached the [CAP] code.”
Lebom has accepted the ASA’s ruling regarding the promotion of excessive drinking, although it disputes the watchdog’s interpretation of the ‘loser’ in the ad being someone to look down upon.
A Lebom spokesperson said: “LEBOM respects the ASA’s decision to uphold the complaints and will continue not to use the creative assets in question, consistent with our decision to withdraw them immediately upon learning of the complaint.
“We appreciate the nature of alcohol consumption shown is not in line with the responsibility that lies at the heart of our brand. We wholeheartedly accept the ASA’s ruling on this point.
“However, we feel differently in relation to the complaint upheld under the CAP guideline that “marketing communications must be socially responsible and must not suggest gambling is a way to improve self-esteem or gain recognition or admiration” – and the ASA’s interpretation that “the loser was someone to be looked down on”.
“While we accept the nature of the ‘forfeit’ shown fell short of our usual content standards, we believe this criterion should be reviewed in the context of innovative, socially responsible products like Lebom.”
Lebom reiterated that its marketing approach is centred around portraying the authenticity of betting, with a particular focus on the social aspect of gambling.
The spokesperson added: “In a sector where marketing often centres around individual success, we believe it’s important to show that losing is a normal part of the experience – and that the true value lies in the shared enjoyment and group dynamic, regardless of the outcome.
“We fully understand and support the intent behind the current guidelines. However, we encourage all relevant stakeholders to consider how these rules are applied to emerging formats like ours, which prioritise social connection and responsible play.
“Lebom would welcome the opportunity to contribute to that conversation and help shape a more inclusive and progressive regulatory approach.”
The post ASA upholds complaints against Lebom Facebook and X ads first appeared on EGR Intel.
Media watchdog rules the ads “encouraged excessive drinking” and portrayed gambling as a means to improve self-esteem
The post ASA upholds complaints against Lebom Facebook and X ads first appeared on EGR Intel.