The Advertising Standards Authority has given the green light to Chris Rock's promotion for betmGM.
The Advertising Standards Authority (ASA) in the UK has given the green light to TV commercials featuring comedian Chris Rock, allowing gambling provider BetMGM to air these advertisements. Prior to this, concerns were raised about the potential appeal of these advertisements to individuals under 18, and their potential to promote gambling.
BetMGM's TV Advertisements Featuring Chris Rock Approved for Broadcast
According to an article from SBCNEWS [English link], the ASA authorized the first televised advertisement featuring Chris Rock on October 4, 2023, allowing BetMGM to broadcast it.
In these advertisements, Chris Rock is seen in the gambling mecca of Las Vegas, promoting BetMGM's casino offerings. He is shown spinning a football on his finger and cruising past the Bellagio Las Vegas Casino Resort [English link] in a boat with a lion. The advertising campaign featuring Rock also includes the slogan, We’re BetMGM and we know how to put on a show (We are BetMGM and we know how to put on a show) [English link].
BetMGM Defends the Use of Chris Rock as Advertising Spokesperson
BetMGM swiftly responded to the criticism of its advertising campaign, providing justification for its decision to use Chris Rock as their advertising spokesperson [English link]. BetMGM pointed out that Chris Rock is primarily an adult comedian, and therefore, of little interest to those under 18.
Additionally, Rock's limited connection to children's animated films would not impact minors. BetMGM also stressed that the majority of Rock's followers on his social media channels are adults. Furthermore, the content of the advertisements would not appeal to minors.
Controversy Surrounding Gambling Advertising in the UK
Gambling advertising has been a subject of debate in the UK for some time. Last year, British parliament members advocated for a reduction in gambling advertising within British football stadiums.
In London, there were even calls for a comprehensive ban on gambling advertising in public transportation. However, the airing of football matches has also sparked controversy regarding gambling advertising. An allegation of illegal gambling advertising was even lodged against a streaming provider during a Premier League game.
Prominent Personalities are Often Selected as Advertising Spokespeople and Brand Ambassadors for Gambling Providers
Several providers enlist the aid of renowned personalities from sports and television to market their gambling platforms. For instance, DraftKings recently enlisted basketball legend LeBron James as its new brand ambassador to increase awareness of its sports betting offering through his partnership [English link].
In Germany, gambling provider Tipico used German goalkeeper legend Oliver Kahn as a well-known TV and platform advertising face for many years. However, this collaboration ended once Kahn joined the board of directors at FC Bayern Munich.
The approval of BetMGM's TV advertisements featuring Chris Rock has sparked interest in news outlets, with many reporting on the green light given by the ASA. Despite initial concerns about the potential appeal of these advertisements to individuals under 18, the ASA recognized the adult nature of the campaign and its limited appeal to children.
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