Seen on October 4, the advert in question was part of BetMGM’s launch in the UK market, featuring Rock on a golden speed boat with a lion, travelling from the Bellagio Fountains in Las Vegas to the River Thames in London, ushering in a “golden era” for sports betting and online casino.
The ASA noted that three complainants challenged whether the ad included an individual who was likely to be of strong appeal to those under 18 years of age, and therefore breached the code.
In response, BetMGM’s UK operating partner LeoVegas noted that an extensive assessment was carried out to select a campaign ambassador who wouldn’t appeal to anyone under 18, including a full risk assessment of Rock’s suitability.
BetMGM believed that because he was 58 years of age and was not a UK-based personality, he was not likely to be k..