Ladbrokes forced to pull advertising posters
ASA acts after receiving almost 100 complaints, but Ladbrokes Life campaign largely deemed to comply with regulations
Ladbrokes has been forced to pull two posters from its Ladbrokes Life advertising campaign after the Advertising Standards Authority (ASA) received almost 100 complaints since it was unveiled in April.
Speaking to eGaming Review this morning, a Ladbrokes spokesperson said it accepted that it had “erred” with regards to the two posters and would “immediately comply with the findings”.
“We remain committed to our advertising meeting all the correct standards and take seriously our obligation to target responsible gambling messages as evidenced by our own dedicated responsible gambling advert, a first for the industry,” the spokesperson added.
The two posters ran with the taglines “WHEN YOU WIN IT’S SKILL “ WHEN YOU LOSE IT’S BAD LUCK” and “ONCE IS LUCK “ TWICE IS TALENT”, and were considered by the ASA to condone an irresponsible attitude towards gambling.
Ladbrokes has been instructed to pull the two offending posters and ensure future advertising did not condone this attitude.
However the ASA dismissed a number of other complaints with a total of four television ads, six posters and four adverts appearing on video-on-demand streams subject to accusations of portraying gambling behaviour that was socially irresponsible.
A number of complainants also argued certain adverts linked gambling to “seduction, sexual success or enhanced attractiveness”, while some also challenged that the adverts could be seen by under 18s.
Ladbrokes contested the complaints, stating the adverts portrayed a group of friends engaging in everyday activities, one of which was gambling, that “no more defined their characters than did the other pursuits depicted”.
The operator also argued the adverts did not show any irresponsible behaviour in relation to gambling or isolated gambling as a unique event, and instead moved away from other adverts that placed emphasis on products or special prices.
Advertising hosts YouTube, 4OD, Clear Channel and JC Decaux confirmed they had received no complaints relating to the advertisements and stated video adverts were not displayed to under 18s using demographic targeting while posters were not displayed within 50 metres of a school.
Primesight, another media owner which Ladbrokes used to display poster campaigns, did not provide any comments on the case.
The operator has previously gone on the record to defend the campaign, rejecting complaints as a “sense of humour failure” while insisting that complaints would be dismissed in due course.
Earlier this week Ladbrokes became one of four bookmakers to found the Senet Group, a self-regulatory body established to lead a crackdown on irresponsible gambling advertising, and signed up to a number of voluntary advertising restrictions to come into force in October and January.