The advertisement in question took the form of a promoted tweet, which the ASA saw in January 2023. The image attached to the tweet featured Eubank Jr, with the caption reading: “It’s fight week! Chris Eubank Jr and Liam Smith will be Unleashed in Manchester.
The authority questioned whether the ad would appeal to minors, due to the inclusion of Eubank Jr. If so, this would mean the ad infringed upon the ASA’s code of non-broadcast advertising, sales promotion, and direct marketing – known as the CAP code.
The ad was investigated under CAP code rules 16.1, 16.3 and 16.3.12.
The ASA ultimately ruled that the complaint is not upheld and no further action should be taken. As well as considering Eubank’s overall appeal to under 18s, and concluding that there was very little, the ASA said that boxing is a more adult-oriented sport and that the ad was not presented in a way that would appeal to under-18s.
