Ladbrokes’ online casino ad campaign fails to get clearance
Ladbrokes breached advertising standards in television commercials for its online casino as the Advertising Standards Authority (ASA) felt that the adverts
The complaints were levelled against two ads. The first commercial showed a diver who attached raw bacon and sausages to his wet suit and leapt into shark-infested water dressed in a seal costume. A character at the end of the clip said: “All we could bury was his flipper.”
The second advertisement showed a sky diver jumping out of a plane using an empty crisp packet as a parachute.
Both clips finished with: “If only he’d seen ladbrokecasino.com it would have quenched his thrill buds.”
The complainant said the ads: portrayed gambling in a context of toughness or linked it to risk taking and reckless behaviour; portrayed, condoned or encouraged people to gamble in a way that was socially irresponsible and could lead to financial harm; exploited the susceptibilities and aspirations of vulnerable people.
The ASA banned the ads on the first ground.
While the ASA noted the ads were humorous and showed the protagonists engaging in ridiculous and extreme behaviour; it considered that the activities shown in the ads would be unlikely to be seen as realistic or aspirational by viewers.
“We further noted Ladbroke and M&C Saatchi’s argument that the ads were cautionary tales and encouraged caution and moderation, not risk taking and reckless behaviour. We nevertheless considered that the overall context of the ads, including the claim If only had seen ladbrokescasino.com it would have quenched his thrill buds, portrayed gambling in a context of toughness, and linked it to excessive risk taking and reckless behaviour. Although we acknowledged that the scenarios shown in the ads were intended to be cautionary tales, we concluded that they breached the Code by portraying gambling in a context of toughness and linking it to recklessness,” stated the ASA.
Ladbrokes said in a statement the advertisements were light-hearted and humorous, and it would appeal against the decision.
Tim Duffy, UK chief executive of M&C Saatchi, said if the appeal were unsuccessful, the ruling could present serious challenges for creating gambling campaigns.
