The UK’s Advertising Standards Authority (ASA) has banned two poster adverts by Ladbrokes that promoted the bookmaker’s ‘Ladbrokes Life’ campaign after ruling they condoned an “irresponsible attitude to gambling”.
The campaign showcased the profile of five betting men characters from a number of television and video adverts.
The overall campaign attracted a total of 98 complaints, with the majority challenging whether the adverts breached the advertising code as they portrayed irresponsible gambling behaviour that could in turn lead to financial, emotional or social harm.
The posters stated “When you win it’s skill – when you lose it’s bad luck” and “Once is luck – twice is talent”, which led the ASA to ruling that they may appear to endorse irresponsible gambling when isolated from the television and video spots.
The ASA ruled that the poster adverts must not appear in their current form again.
Despite ruling against the posters, the ASA did not uphold complaints against the television and videos adverts after acknowledging the parallels between the opening scene of these adverts and the credit sequence of hit film ‘Reservoir Dogs’.
There were concerns that these adverts carried an “element of bravado” and that the gambling was an aspirational way of life.
However, the ASA said most viewers would understand the style of the adverts and that they would not interpret them seriously.
Other complaints relating to the adverts being seen by those aged under 18 and linking gambling to seduction, sexual success or enhanced attractiveness were not upheld.
The ruling comes after Ladbrokes was also hit with an ASA ban in July over an online banner advert for a sales promotion.
source : www.igamingbusiness.com
