Ladbrokes has been sanctioned by the Advertising Standards Authority (ASA) for a promotional tweet from the betting brand featuring YouTube star Jake Paul that was appealing to under 18’s.

The independent advertising watchdog, which regulates the advertising industry, enforces rules drawn up by the Committee of Advertising Practice (CAP), which has some pretty strict rules when it comes to gambling ads.

In addition to requiring said adverts to be “socially responsible” and “protect children … from being harmed or exploited”, the CAP’s code states marketing communications must not be “likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture”. “They must not include a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18,” it reads.

Although the ASA noted Paul had no followers aged under 18 on Twitter, where the ad was located, the ASA concluded the content creator was still of “inherent strong appeal” to under-18s because “such large numbers” of his followers were in that demographic.