ASA bans Midnite’s AI ad featuring Trent Alexander-Arnold over child appeal concerns

• UK advertising watchdog rules Midnite’s AI-generated video of Trent Alexander-Arnold breached child protection guidelines
• Gambling operator removed social media post after ASA found footballer has strong appeal to under-18 audiences
• Ruling highlights ongoing concerns about content marketing strategies used by betting companies

The Advertising Standards Authority has banned an AI-generated advertisement from gambling operator Midnite featuring footballer Trent Alexander-Arnold, ruling the content violated regulations designed to protect children from gambling marketing.

The controversial video, posted on Midnite’s X account on 25 May 2025, depicted the Real Madrid star delivering a fictional farewell speech to Liverpool players following his widely publicised transfer. The post included clear disclaimers stating it was an “AI-generated parody” with fictional voices and likenesses not endorsed by real players.

Two complainants, including a researcher from the University of Bristol, challenged whether the advertisement featured a personality with strong appeal to under-18s, thereby breaching the Committee of Advertising Practice Code.

The CAP Code has prohibited gambling advertisements from featuring individuals likely to appeal to children since October 2022.

The ASA determined that Alexander-Arnold, as a prominent Premier League and England international player, holds significant appeal among younger audiences.

The regulator ruled the post constituted advertising because it appeared in space under Midnite’s control and was directly connected to betting services, evidenced by prominent branding and responsible gambling messaging throughout the video.

Midnite argued that the post was intended to be a piece of content on topical football humour, not as a marketing communication intended to ‘sell something’. The operator maintained the content was editorial rather than promotional, noting the absence of betting odds, inducements, calls to action, or direct links to their gambling platform.

The company acknowledged Alexander-Arnold posed a “high risk” due to his strong appeal to under-18s but contended the post was designed as shareable entertainment rather than gambling promotion. Midnite emphasised that consumers would interpret the content as “light-hearted, editorial-style” material.

The ASA rejected these arguments, concluding the prominent Midnite branding and gambling awareness messages created a direct connection to betting services. The ruling stated the advertisement’s purpose was to promote the brand through viral content, making it subject to advertising regulations regardless of its entertainment value.

This decision forms part of broader scrutiny facing Midnite over its content marketing strategies. Earlier this year, University of Bristol researchers filed complaints about multiple social media posts featuring high-profile footballers including Harry Kane, Jack Grealish, and Harry Maguire. The researchers argued such content marketing proves four times more appealing to children than adults.

The official ruling on Dribble Media Ltd (Midnite) is available on ASA’s website.