ASA Prohibits Midnite’s AI-Created Soccer Ad Over Child Protection Concerns
Overview of ASA’s Decision
The Advertising Standards Authority (ASA), the UK regulatory body overseeing advertising standards, has prohibited a video advertisement by gambling operator Midnite. This AI-generated video featured a well-known soccer player who strongly appeals to audiences under 18 years old.
Details of the Controversial Advertisement
On May 25, 2025, Midnite shared a video on its social media platform that used AI technology to create a fictional farewell speech by soccer star Trent Alexander-Arnold. The video included a disclaimer stating it was an AI-generated parody and referred to Alexander-Arnold’s departure from Liverpool. Midnite further clarified in a response that all likenesses and voices were fictional, not endorsed by the actual players, and that the content included safer gambling messages emphasizing it was for adults aged 18 and over.
ASA’s Concerns and Regulatory Basis
The ASA found that the video was closely linked to betting services given the prominent display of Midnite’s brand and responsible gambling messages. Since October 2022, gambling ads in the UK must not feature personalities that have a strong appeal among those younger than 18. Trent Alexander-Arnold, being a popular Premier League and England player, is widely recognised by children and teenagers. Thus, even an AI-generated character resembling him can attract underage viewers.
Additionally, the ASA was concerned about the social media platform’s age verification system, which relies on self-declared information and may fail to prevent minors from seeing gambling-related content.
Based on these points, the ASA concluded the advertisement violated the CAP Code’s guidelines on social responsibility and gambling promotion. The ruling mandated that this specific content should not be displayed again in its current form.
Midnite’s Response to the Ban
Midnite acknowledged that the ad was an AI-created parody featuring a fictional speech by Trent Alexander-Arnold surrounding his well-publicised exit from Liverpool. The company recognised the heightened risk due to the player’s popularity among under-18s.
They argued that the post was editorial humor and not a marketing tool, noting the absence of betting odds, promotional offers, calls to action, product mentions, or direct links to their gambling platform.
Midnite explained that the content was intended purely as topical football-related satire rather than a promotion designed to encourage gambling activity. They believed audiences would interpret it as lighthearted editorial content, not an advertisement.
After the ASA‘s ruling, Midnite promptly removed the video and paused posting similar content to comply with regulations.
