ASA Bans Midnite AI-Generated Soccer Ad for Violating Child Protection Regulations

The Advertising Standards Authority (ASA), which is the UK’s advertising watchdog, has banned an AI-generated video advertisement by gambling operator Midnite, ruling that it featured a soccer player who has a strong appeal to under-18s.

What’s the Issue and ASA’s Ruling?

On May 25, 2025, Midnite’s X page shared an AI-generated video featuring a fictional speech by soccer player Trent Alexander-Arnold. The video included the text: “Midnite. ai-generated parody.” The accompanying caption read, “Trent Alexander-Arnold’s farewell speech to the Liverpool players.” In a follow-up reply to the post, Midnite clarified: “AI-generated parody […] All voices / likenesses are fictional […] Not endorsed or real players/managers […] Safer gambling: 18+ […] BeGambleAware.”

According to the ASA, the video was deemed to be “directly connected with the provision of betting services” due to the prominent display of Midnite’s logo and safer gambling messages, as well as its intent to promote the brand through shareable football-related content. The regulator highlighted that, since October 2022, gambling advertisements must not feature individuals with a strong appeal to those under 18.

It was determined that Trent Alexander-Arnold, who is a former Premier League player and current England international, is widely recognised by children and teenagers, and that even an AI-generated version of him would be identifiable to that audience. The ASA also expressed concerns about X’s reliance on self-declared age verification, noting that this could allow minors to access gambling content despite the platform’s protective measures.

Consequently, the ASA ruled that the advertisement breached the CAP Code’s rules on social responsibility and gambling, and ordered that it “must not appear again in the form complained of.”

Midnite Responded

Midnite stated that the ad consisted of an AI-generated parody video depicting a fictional farewell speech by Trent Alexander-Arnold, inspired by his widely reported departure from Liverpool. They acknowledged that Alexander-Arnold posed a “high risk” in terms of strong appeal to under-18s.

Midnite argued that the post was editorial in nature and did not constitute a marketing communication. They pointed out that it contained no betting odds, promotional offers, calls to action, product references, or links to the Midnite website.

According to the company, the post was intended as a piece of topical football humour, rather than content aimed at promoting or selling a product. They maintained that it was not designed to drive traffic to their platform or encourage interaction with any gambling-related service or promotion. Midnite believed that audiences would recognise the post as a light-hearted, editorial-style piece.

Following ASA’s ruling, Midnite removed the ad in question and paused the publishing of similar posts.