ASA Enforces UK Gambling Ad Rules in Rulings on AI Content and E-Sports Promotions
The ASA’s Active Ad Monitoring system flagged a TikTok promotion for Midnite seen on 3 July 2026 where a person appeared to be under 25. Dribble Media Ltd and Limay Media received a warning over the AI-generated ad as the prompt did not specify the person’s age. The ASA dismissed a complaint against three potentially inappropriate e-sports ads by White Hat Gaming that had not been directed at under-18s.
SCCG Take — Operators must tighten affiliate and AI content controls to meet ASA standards, as even one overlooked prompt can trigger enforcement. Repeated breaches risk escalated penalties beyond warnings.
The UK’s Advertising Standards Authority (ASA) has upheld its strict oversight of gambling marketing through two recent decisions, one involving artificial intelligence and another concerning e-sports content. As reported by GamblingNews, the rulings centre on a TikTok advertisement and a set of complaints about promotional material, reflecting the regulator’s use of its Active Ad Monitoring system to identify potential breaches.
The first ruling targeted Dribble Media Ltd, the operator behind Midnite. On 3 July 2026, the system flagged a TikTok promotion in which a man used a gambling app while calculating free bets obtainable from a GBP 10 stake. The ASA determined the individual appeared under 25, in breach of the UK code prohibiting such depictions in gambling ads.
AI-Generated Ad Results in Warning for Midnite and Affiliate
Dribble Media stated it had not approved the ad and traced it to affiliate Limay Media. The latter confirmed the video was AI-generated, with the figure a fictional character meant to depict an adult. Limay Media apologised and reported implementing additional safeguards for such content.
The ASA found the original prompt did not specify the person’s age or include required restrictions. The generated character looked like someone in his late teens or early twenties. The ASA stated: “We had no evidence that, when generating the character, AI had been prompted to ensure that the character appeared to be aged 25 or over.” Both parties received a warning to strengthen oversight.
This is not the first ASA action against Midnite. In August the regulator barred an earlier campaign that it said encouraged gambling to escape everyday frustrations and promoted socially unacceptable behavior.
ASA Dismisses Complaint Over White Hat Gaming E-Sports Ads
The second matter involved a dismissed complaint against three e-sports advertisements by White Hat Gaming. The ASA reviewed the context and concluded the ads had not been directed at under-18s. The decisions come as the authority manages an increasingly complex marketing environment that includes new technologies and platforms.
Reporting: GamblingNews
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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