The UK Promoting Requirements Authority (ASA) got here down on William Hill’s facet in a latest grievance involving using former gamers as spokesmen for playing operators. With this newest ruling, the ASA clarified the requirements for operators utilizing retired footballers and can probably open a floodgate of colourful spokesmen from the pool of gamers identified extra for punditry than soccer.

What makes this latest ASA case in opposition to William Hill fascinating is the supply of the unique grievance. Moderately than coming from a pearl-clutching anti-gambling zealot, this grievance was generated by synthetic intelligence. The ASA makes use of AI to watch social media streams, reminiscent of William Hill’s, to comb for offending content material. On this case, AI honed in on a social media submit that includes retired footballer Robbie Savage discussing Premier League relegations.

Had Savage been an lively participant, the case in opposition to William Hill would have been a no brainer (and the tweet would probably have by no means been posted within the first place). However whereas there are fairly strict guidelines about utilizing gamers who might affect younger individuals as spokesmen, there may be an exception for retired gamers identified extra for punditry than taking part in. Savage, who has a protracted sports activities broadcasting profession greater than qualifies for this exception. Earlier rulings involving former footballers Peter Crouch and Micah Richards established that precedent way back.

Additional overview by the ASA’s human staff rapidly resolved the matter and cleared William Hill of any wrongdoing and reaffirmed the precedent in a broadcast ruling. The one lingering query right here is why William Hill had to make use of its personal sources to defend itself in opposition to an especially frivolous grievance that was launched by AI?