Actress Sydney Sweeney is facing widespread online criticism over a new advertising campaign for sports prediction platform Novig, with many social media users, including women working in the sports industry, arguing the ad's imagery undermines efforts to be taken seriously in a male-dominated field.

Sweeney partnered with Novig on Wednesday to promote the platform, which launched last month. Beyond appearing in the campaign, she also joined the company as a strategic partner and equity holder. According to a release from the company, Novig's platform "combines the mechanics of modern financial exchanges with a sports-first experience, creating a more efficient and transparent way for fans to trade on sports outcomes." The release also described the app as "the only prediction market to maintain a 21 age requirement," which the company said "sets a higher standard for responsible participation as the category continues to grow."

Widespread criticism online

The campaign drew rapid backlash across social media platforms after its release, with critics arguing its imagery, which shows Sweeney's body styled with sports equipment and uniforms, was inappropriately sexualized given the age-restricted platform's marketing claims about responsibility.

A TikTok user commenting on a post from Marissa Womack, manager of game day promotions and programming for minor league baseball team the Harrisburg Senators, described watching the ad air on television while her children were in the........

© International Business Times