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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.

Award-winning music star Raye has revealed that she'd love to launch an acting career.

Sound of Freedom debuted in theatres earlier this month and has earned more than $41 million at the box office so far, but the film has found itself at the centre of controversies and conspiracy theories. The film follows Tim Ballard (Jim Caviezel), a former Department of Homeland Security agents who catches child sex traffickers by staging sting operations. It is based on Ballard’s life who left Homeland Security roughly 10 years ago to found the group Operation Underground Railroad. The group catches child sex traffickers in other countries by working with local police. Former President Trump previously appointed Ballard to a State Department advisory council on human trafficking in 2019. However, two and half years before the film’s release an investigation by VICE found that the organisation has often exaggerated its role in the rescues. Multiple law enforcement agencies that partnered with the group said that the group’s support was “insubstantial”. But that isn’t the only controversy this group, and the film, has found itself in. Sign up to our free Indy100 weekly newsletter Sound of Freedom has been accused by many of being linked to QAnon as has Ballard and Caviezel, who portrays him in the film. Critics have accused it of playing into the belief of the movement that global elites run a highly organised child sex trafficking network to harvest their blood. Ballard had previously supported a debunked theory that the furniture retailer Wayfair was using its platform to sell children. And Caviezel has promoted numerous QAnon theories and ‘Q drops’ which refer to posts that are made by Q on sites such as 4chan, 8chan and 8kun. Caviezel has even been reported to have appeared at QAnon events. Speaking to Charlie Kirk - founder of the right-wing organisation Turning Point USA - Caviezel supported theories about the chemical compound Adrenochrome. QAnon theorists believe that global elites such as Hilary Clinton torture children and harvest the chemical from them. "Adrenochrome is a chemical compound that's been around since the 1930s. There is a natural form.. which is caused by torturing kids. I brought this up a few years ago and all of a sudden I was attacked by every media group,” Caviezel said in the interview. “The next day I never heard from my agency for 14 months. My lawyers let me go. My agency never called me after that.” In an interview with right-wing commentator Jordan Peterson, Ballard also affirmed his belief in the adrenochrome blood harvesting theory saying he had seen it himself when in parts of Africa, but that there is no evidence certain celebrities had done it. Ballard also said that he and his group have “condemned the majority of what they see with conspiracy theories.” In a review of the film, Rolling Stone criticised the film for “fetishising the torture of its child victims” and said that it may be used as a gateway for the audience to “far-right conspiracy theories”. 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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