ASA Bans UK Ad for Gambling, Citing "Seductive" Elements in It
Coral, a UK-facing bookmaker, has had their television advertisement banned by the Advertising Standards Authority (ASA) because it's thought to link gambling with "seduction." This violates gambling advertising regulations in the country.
The advertisement featured two men in a barbershop reading The Racing Post and discussing whether to place a bet when an alluring woman dressed as a jockey walks in. Without missing a beat, she slams one man's jaw shut with her riding crop, showcasing a sign with "today's great offer" - the name of a horse and its odds - and then one of the men places a bet on the Coral mobile app.
Coral has escaped blame, though, asserting that their ad never suggested the men were influenced by the female jockey to place a bet as they were already conversing about making a bet before she entered. However, the ASA saw it differently.
"We believed that the way her entrance was shown highlighted her sexual attractiveness first and then the odds she held up on a card were a secondary consideration," the ASA stated. "Viewers would likely interpret the men's reactions to her presence as signs of their attraction towards her rather than them being excited by the odds."
UK's Strict Rules on Gambling Advertising
Gambling advertising in the UK is strictly regulated under the Department of Culture, Media and Sport. As established by the Gambling Act 2005, these adverts cannot contain content deemed to be socially irresponsible. The rules state that they cannot "link gambling to seduction, sexual success or enhanced attractiveness," which is what Coral has contravened according to the ASA.
Additionally, other regulations include: "no one who is, or seems to be under-25 years old may be featured gambling," and "advertising may not suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security," nor can it "suggest that gambling can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition, or admiration."
Just recently, Irish bookmaker PaddyPower had to abandon an offensive print advertisement that trivialised the Oscar Pistorius murder trial and offered odds on the case's outcome. The ad stated that punters would get their money back if Pistorius was found not guilty.
An Eagle Eye for Seduction
It's clear the ASA has been paying attention. It's now on the lookout for ads that link gambling with seduction, sexual success, or enhanced attractiveness as part of its efforts to ensure gambling advertising follows the regulations set by the UK government.
So, keep your ads safe by not promoting these ties or making any allusions to cowboys and rodeos and not using scantily-clad individuals in your marketing campaigns. If you do, you might just end up with a ticket to a fiery hell – an advertising ban, that is.
And remember, when it comes to gambling ads, keep 'em classy.
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