ASA disregards scrutiny of LeoVegas and 32Red promotions.
The Advertising Standards Authority (ASA) in the UK has ignored complaints lodged about two TV advertisements for online casinos, LeoVegas and 32Red, related to child protection concerns. The commercials were targeted for their content and immediately reported to the ASA as irresponsible in terms of safeguarding minors. Following the complaints, the material was re-examined.
LeoVegas and 32Red, both based in Malta and Gibraltar respectively, showcased their ads on ITV, a British TV and internet broadcaster, during a popular Saturday night program called "Ant & Dec's Saturday Night Takeaway". The issue with LeoVegas was the portrayal of the gambling scene as cool and dramatic. It features a man dressed in a tuxedo playing blackjack. A voiceover says:
"His heart beats faster, but his body is still. Instead of thinking, he mixes his chips - heart against head, emotion against reason. He makes his move, he makes his own luck."
Despite the criticism, the ASA believes the ad adheres to the British Advertising Code. It states that the drama is simply required, adding:
"The ad features stylized, dramatic effects that emphasize that the player is in a tense, decisive situation at the blackjack table, but gambling is not portrayed in the context of excessive tension. The code is not violated."
32Red's Ad with Ant & Dec
Apparently, the moderator duo of Anthony McPartlin and Declan Donnelly were part of the 32Red ad. The controversial ad was presented through their voice-over, with McPartlin and Donnelly alternating the off-screen speaker of the advertisement. The ad aired their show's title song as an exclusive online slot in the background, and the hosts commented:
"Enjoy Ant & Dec's Saturday Night Takeaway with Ant versus Dec's free spins and amazing bonus features." - "Play online on mobile phones and tablets." - "Get 10 free credits when you sign up to 32Red.com now." - "You're the big one." - "It's time to play."
Although the ad's appeal to minors is a cause for concern, the ASA rejects the criticism, citing data from the British Media Research Center BARB. They point out that the show's audience is broad and primarily attracts the elderly, arguing that the spot cannot be connected to "youth culture". There are not enough minors in the audience, according to the statement.
Despite only one complaint being filed regarding both ads, the conversation on gambling advertising's influence on children and young people in the UK is rampant. Lately, the UK Gambling Commission (UKGC) has called for a new marketing debate within the industry. A creative clause won't likely be included in future debates.
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