ASA bans Sky Vegas ad for glamorising gambling
Advertising watchdog says the online casino brandâs ad suggested gambling could improve personal qualities of gamblers
Sky Betting & Gaming (SB&G) was reprimanded by the Advertising Standards Authority (ASA) today for releasing a TV advert the watchdog deemed glamorised gambling.
The ASA ruled the Sky Vegas ad must not be broadcast again in its current form after ruling the ad suggested gambling could enhance the personal qualities of people gambling.
The 30-second ad featured a close-up of a character named ‘Michael’ who is described as the “roulette rock star” of Sky Vegas, sporting images of guitars and roulette tables in the reflection of his sunglasses.
According to the ASA, ‘Michael’s’ character changed during the advert from “everyday Michael” to “rock star Michael” who exuded confidence and improved his self-image as a result of playing on Sky Vegas.
“Although no physical transformation was depicted, we considered the ad implied a distinct change in Michael because he was playing roulette on Sky Vegas,” the ASA ruled.
”Therefore, we concluded that the ad suggested that gambling would enhance the personal qualities of those gambling,” the watchdog added.
The operator said the advert was only intended to show the fun of playing games on Sky Vegas, which it tried to illustrate in the ad, and that those viewers who were looking to experience online gaming should consider the Sky Vegas brand.
The ASA ruled in favour of the ad’s single complainant and said the ad must not appear again.