Midnite said it not not approve the TikTok ad, which as created by performance and affiliate marketing shop, Limay Media.
The Advertising Standards Authority (ASA) has told Midnite that a TikTok video, which was created by its performance and affiliate marketing agency and only live for a few hours, must not return.
An ASA investigation focused on a breach of the CAP Code which prohibits featuring individuals who appear to be under 25-years-old in gambling promotions.
The character spoke directly to the camera in the ad, saying: “Another massive World Cup upset. Bet £10 on the big match and get £30 in free bets. Level up your World Cup with Midnite, get on it.”
Limay Media, the performance marketing agency linked with this Midnite ad, argued the character was AI-generated and not a real person, but the ASA determined that his “casual and youthful presentation” still violated the rules.
Midnite distanced itself from the promotion, claiming it did not sanction the post and added it has since cut ties with the agency.
However, it did not stop the ASA from upholding the complaint and ordering the ad be removed, while mandating stricter oversight for AI-generated content in the future.
“The ad must not appear again in the form complained of. We told Dribble Media Ltd t/a Midnite and Limay Media Ltd to ensure that their gambling ads did not feature anyone who was, or seemed to be, under 25 years of age gambling or playing a significant role in the ad,” the advertising regulator said.
Midnite in the ASA’s firing line
Midnite seems to be directly under the ASA’s spotlight currently, having had a coordinated advertising campaign banned following 125 complaints.
The ASA banned the campaign, which had two TV ads, two video ads and a radio ad that ran during April and May 2026.
The UK-focused and headquartered bookmaker had also been reported to the ASA for its marketing campaign with social media influencer Mia Mon, though the regulator deemed this specific ad was not of strong appeal to under-18s.
Midnite is clearly on a mission to scale its product both in the UK and elsewhere. Its noticeable marketing strategy has become prominent via TV, radio and social media advertising throughout 2026. The firm recently also hired Dale Tang as its general manager for Canada, hinting towards an expansion overseas.
Its push towards the use of AI in its adverts was made explicitly clear by its head of brand marketing, Andrew Mook, who promoted the company’s TV ad that used AI last winter.
Midnite affirmed it “would remind their affiliates of the need to comply with contractual requirements and the CAP Code”, of which rules 16.3 and 16.3.14 were breached.
Under those rules, both the primary gambling brand and any affiliate creators who produced the AI ads are directed by the ASA to ensure future compliance.
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