British bookmaker Ladbrokes has been sanctioned by the U.K. Advertising Standards Authority (ASA) after someone complained about an on-demand video ad.
According to SBC News, the video was released in October and showed several people in a café using the Ladbrokes app on their phones, followed by footage of a horse race and a voiceover saying, “come starter’s orders, I’m a bag of nerves.” Then a man’s leg is shown shaking in what the critic or critics deemed was a depiction of problem gambling.
Ladbrokes disagreed, saying the ad did not depict socially irresponsible behavior “because the man was not shown placing a bet nor indeed talking about gambling.” In the bookies’ corner are both Clearcast and Channel 4; the latter is responsible of clearing ads for broadcast on British TV. Channel 4 said it didn’t believe the segment could cause financial, social or emotional harm and disagreed with the complaint.
Ladbrokes, a subsidiary of Entain PLC, said the leg-shaking was indicative of nerves before a sporting event, not compulsive gambling.
In explaining its decision, the ASA stated, “We disagreed with Clearcast’s view that the man was never disconnected from his companion, or from the room, and considered viewers would assume from his behavior that he was preoccupied with the outcome of the race in relation to a bet he had placed. We also considered that the man was obviously detached from his surroundings as he watched.”
The ASA advertising code requires that ads not portray, condone or encourage gambling behavior that could lead to any personal, social, emotions or financial harm. This includes what is perceived as socially irresponsible betting behavior, such as detachment from surroundings and an obsession with the activity.
Gambling advertising has come under increasing scrutiny as the UK Gambling Commission continues its review of the 2005 Gambling Act, with a ban on betting operator football shirt sponsorships a likely outcome.
