Relief for 888 as ASA rules dismisses complaints

The Advertising Standards Authority (ASA) has dismissed two complaints against 888 UK Ltd directed towards videos that featured YouTuber Callum Airey’s channel.

In August 2021, Callum Airey featured in two videos promoting the 888poker app which was posted on his YouTube channel ‘Calfreezy’.

Following which, two complaints were filed claiming that since Airey has a large fanbase among younger viewers, the ads ‘were directed at those aged below 18 years’ and ‘had particular appeal to children’.

In response to the complaints, 888 clarified that the two YouTube videos were ads for which they paid Airey and had editorial control meaning they would be able to ensure that the videos were totally compliant for the audience in which they were targeting. They explained that while one of the videos was not initially labelled as an ad that was amended and it is now described accurately.

The operator further stated that 888 said that at least 75% of Airey’s followers were over 18 years of age and the ads were not targeted at children.

Meanwhile, the YouTuber also provided three screenshots from his YouTube analytics showing audience numbers broken down by age. In one of the videos 7.5% of the audience had been under 18, while the other one saw 6% of viewers to be under 18.

888 also noted that Airey was over 25 years old and Responsible Gambling and 18+ logos featured on both videos while an 18+ verbal disclaimer was also stated in both ads.

Following the argument, the ASA concluded the matter under CAP Code rules 16.1 and 16.3.12, as it noted that no breach was found. Hence, no further action was necessary.

In November, 888 was ordered by the ASA to remove advertorial marketing material by the over three separate “misleading” claims made by the operator.