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Advertising Standards Agency Punishes Three Operators for Non-Compliant Adverts

May 11, 2019 Aleksandra Zolotic

Advertising Standards Agency Punishes Three Operators for Non-Compliant Adverts

Advertising Standards Agency (ASA) penalized three suppliers by banning problematic ments. The venues in question were Monopoly Casino, Paddy Power, and William Hill, each of them featuring…

…some sensitive content. The reason for such severe and frequent punishments is that, at the beginning of the year, the UK established a strict guideline which clearly states what is acceptable and what is not acceptable content.

Age in Question

bookmaker’s site. To be more precise…

…what made the advert inadequate (or “irresponsible,” as ASA claims) is the fact that it features two players who were under 25 years of age at the time. As far as the CAP Code states, no one under 25 can be seen playing an important role in marketing communications. The only exception would be individuals who appear in a place where a wager could be placed directly through a transactional facility.

For that reason, the watchdog ordered both sides not to run similar ads and prohibited the non-compliant one not to appear in the current form.

Problematic Rich Uncle

The other establishment which saw the ad banned was Monopoly Casino. Their ad featured the famous Monopoly mascot which may be appealing to children, as ASA explained. Though the venue did not specifically target the young population …

…the fact that this is a family board game makes the character recognizable to kids. The ad also included, “SUPER MONOPOLY MONEY,” which is questionable as well. In addition to this, the figure itself is reminiscent of a cartoon, which is also a content attractive to underage population. As with the previous parlor, this advert must not appear in the same form again.

Thanks but No Thanks Paddy

Paddy Power’s ad featuring, Rhodri Giggs, the brother of former Manchester United footballer, Ryan Giggs, as an ambassador for its Rewards Club is the third problematic one. Giggs was first shown in several everyday situations which were followed by ordering champagne at a bar…

…and driving away in a sports car. Giggs pats the bodywork and pronounces “Thanks Paddy.” This resulted in five people filing complaints against the operator, questioning whether the advert glorifies gambling and suggests it as a way of achieving a good living standard.

The supplier responded by saying that the only detail in question could be a car. The ment intended to show that he got it after he signed up as an ambassador for the Rewards Club. This was reinforced with an ‘Ambassador Car’ bumper sticker on the vehicle. As far as the ASA clarified…

…the ad implied that viewers could follow this example to the parlor’s Rewards Club and gain financial benefits. The venue got the order not to show it in a current form again as it implied gambling as a way to secure financial status and improve self-image.

Source:

“ASA bans three gambling ads for breaching regulations”, igamingbusiness.com, May 8, 2019.

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