Ladbrokes Ad Campaign Scrutinised By Asa (update)

Finds breach of code in two instances of a broader campaign

Following 98 complaints from the general public, the Advertising Standards Authority (ASA) delivered its decision on Ladbrokes Betting & Gaming's "Ladbrokes Life" Media campaign (see previous InfoPowa reports).

In appraising three issues covering four TV ads, six poster ads, four video-on-demand ads and a video on the Ladbrokes Youtube channel, the ASA upheld one issue in relation to two poster ads.

Most complaints involved the perceived portrayal of socially irresponsible gambling behaviour: that could lead to financial, social or emotional harm; that gambling is indispensable; suggested peer pressure to gamble; that gambling could enhance personal qualities; that gambling was cool and glamorous.

Ladbrokes believed that most consumers would see the ads, viewed as a whole, as depicting snapshots of the life of a regular group of friends, would recognise the dryly humorous tone and would not interpret them to encourage an irresponsible attitude towards gambling.

The ASA ruled that the strapline in two of the poster ads; "WHEN YOU WIN IT'S SKILL – WHEN YOU LOSE IT'S BAD LUCK" and "ONCE IS LUCK – TWICE IS TALENT", condoned an irresponsible attitude towards gambling and therefore breached the CAP Code.

However, the other two complaints which questioned responsibility as the ads could be seen by under-18s; and the perceived linking of gambling to seduction, sexual success or enhanced attractiveness were not upheld.

In summary, the ASA ruled the two poster ads may not appear again in their current form and reminded Ladbrokes to ensure that their advertising did not condone an irresponsible attitude towards gambling.

Online Casino News Courtesy of Infopowa

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The man with the plan here at Casinomeister. Bryan Bailey has been running Casinomeister since its launch in June of 1998. He has watched the industry grow from its primeval stage to what it is now. The Meister has attended nearly 100 conferences in the past 20 years and has either been a speaker or a panel moderator for at least 60 events. He has always been an advocate of fairness and reason and is known to like German beer, a good Scotch, and astrophography.
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