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YouTuber, musician and boxer KSI – real name Olajide "JJ" Olatunji – has had an Instagram advert with JD Sports banned by the Advertising Standards Authority (ASA), after the watchdog found the ad was not “obviously identifiable” as a marketing communication. Back in November last year, KSI posted a Reel to his Instagram account in which he could be seen with friends playing games in an arcade, with other featured celebrities in the video including Tobi “TBJZL” Brown, Amin “Chunkz” Mohamed and Anthony Joshua. After Brown approaches JJ asking him “what you got” in terms of footwear, KSI laughs before pointing to a pair of trainers which the video then zooms in on. The social media video, part of the “King of the Game” promotional campaign for Christmas last year, was a shortened version of longer promotional video on JD Sports’ official YouTube channel, which KSI directed his followers to watch in the post’s caption. However, the ASA later launched an investigation after a single complaint was made to them questioning if the post was “obviously identifiable” as an advert. Under the advertising code drawn up by the Committee of Advertising Practice – and enforced by the ASA – marketing communications (including on social media) must be “obviously identifiable as such”. Sign up to our free Indy100 weekly newsletter ASA guidance for online influencers states social media ads should include a “prominent label” such as #Ad, #Advert or #Advertisement “at the beginning” of the post “as an absolute minimum”. While the ASA’s ruling noted KSI amended the caption to include the ‘#ad’ label once learning of the complaint, it went on to add the advert was in breach because “the commercial intent behind the post was not made clear upfront and the ad was not obviously identifiable as such”. The regulator also said: “The post’s caption featured some elements that some consumers might have interpreted as signalling a commercial relationship between JD Sports and Mr Olatunji, including the reference to the ‘JD Arcade’, the ‘@JDSportsOfficial’ tag, and the instruction to view the ‘full version’ of the featured video on JD Sports’ YouTube channel. JD SPORTS CHRISTMAS AD 2022 | KING OF THE GAME www.youtube.com “However, in each case, the language used exclusively focused on the JD Sports brand itself, rather than its relation to Mr Olatunji. “We therefore considered those elements did not amount to a clear statement of the commercial relationship between Mr Olatunji and JD Sports, which would be immediately understandable to consumers.” When approached by the ASA as part of its investigation, JD Sports said it understood that labels such as ‘#ad’ were only required if content was not “already identifiable as such”. “They believed that various aspects of the ad made clear that it was a marketing communication … [They] believed the video’s high production value and elaborate set dressing were suggestive of a professional ad agency’s involvement. “The ad featured over 28 celebrities, including England international footballers and famous rappers. They believed that viewers would recognise as highly likely that such a varied group of high-profile individuals had been assembled as part of an advertising campaign.” JD Sports also said the video had appeared in other media prior to it appearing on KSI’s Instagram account, meaning “many viewers would instantly recognise the Instagram post as a marketing communication”. Meanwhile, the ruling continued to say KSI believed at the time that “references to JD Sports in the post’s caption, and the brand’s logo featured in the video’s closing shot, made clear to consumers that the video was an excerpt from a TV ad for JD in which he had featured.” The label of ‘#ad’ was later added by KSI to “mitigate any risk of consumers being misled”. However, the ASA concluded the advert was in breach, meaning it “must not appear again in the form complained of”. It is still available on KSI’s Instagram account at the time of writing. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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Warning: This article does contain spoilers for The Flash (2023). If you are in any way interested in superheroes or movies in general you'll no doubt be aware that a new comic book film is being released this week concentrating on the DC character The Flash. It's the first time the scarlet speedster has ever been given a solo movie and despite the controversy surrounding the film's lead star, Ezra Miller, Warner Bros have invested a lot into making this a thrilling experience for fans. The premise of the film is a loose adaptation of the 2011 comic Flashpoint, where The Flash travels back in time to prevent the untimely death of his mother but inadvertently changes the future, as is often the case with time travel movies. As a result, Michael Keaton will be reprising his iconic performance as Batman, a character he hasn't played since 1992 with the likes of Michael Shannon also returning as General Zod and Sasha Calle also delivering a new take on Supergirl. However, people who have already seen the film have noted that several other iconic iterations of these famous characters also make appearances despite some of the actors having already passed away. Many of these are included in the film's climax and feature CGI incarnations of beloved actors like Christopher Reeve as Superman and Adam West as Batman. Other cameos include George Reeves as the Superman from the 1950s, Helen Slater from the 1984 Supergirl movie, Nicolas Cage playing Superman from the unreleased 1990s film and George Clooney reprising Batman from the much maligned 1997 Batman and Robin movie. While The Flash isn't the first movie to use this type of technology (numerous Star Wars titles have already recreated the likes of Carrie Fisher and a younger Mark Hamill for new stories) the use of Reeve's Superman has struck a particularly sour note due to both the messaging and the apparent ugly aesthetic. While Warner Bros is likey to have gotten permission from Reeve's estate to include his likeliness in the film many fans feel that it sets the wrong precedent given that the actor was left paralysed in 1995 before passing away in 2004. Fans of the Superman TV show Smallville have pointed to Reeve's cameo in the show in a 2003 episode which didn't hide his paralysis but respectfully recognised his contribution to the character's legacy and also allowed him to promote his paralysis charity. George Reeves inclusion has also sparked controversy given that the actor ultimately blamed playing Superman for the downfall of his career. His death in 1959 also remains with debates raging over whether he was murdered or took his own life. Given that Reeves is perhaps the least known of all the cameos, fans who have dug into his backstory were shocked that he was included. Ultimately, Warner Bros' owns the rights to Superman and essentially can do whatever they want to with the character but with the growing popularity of multiverses and an over reliance on nostalgia this type of thing will only become more and more common. One thing that we can hope for is that if the technology continues to be used then the tributes will be more tasteful and considered than this time around. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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