ASA rules that Ladbrokes TV ad showed gambling behaviour that was socially irresponsible

Introduction

On 3 February 2021, the Advertising Standards Authority (“ASA”) ruled that an LC International Ltd t/a Ladbrokes (“Ladbrokes”) video-on-demand ad was in breach of rules 16.1 and 16.3.1 of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (“CAP Code”). The ASA advised Ladbrokes to ensure all future ads did not show gambling behaviour that was socially irresponsible.

The incident

On 25 October 2020, an advert for Ladbrokes was seen on All4. The advert showed a range of people using the Ladbrokes app on their mobile phones. One of these scenes included a clip of a horse race and shortly after showed a man in a café looking away from the other people and looking at something else in the distance. A voice then stated, “Come starter’s orders, I’m a bag of nerves” and the man’s leg appeared to be shaking, making items on the table also shake. A woman said to him, “Really?”, seizing his attention briefly, before he turned away.

The complaint

The issue surrounding the complaint was whether or not the advert depicted gambling behaviour that was socially irresponsible. Ladbrokes maintained that their ad did not show socially irresponsible behaviour because the man was not seen placing bets or discussing gambling. They maintained that the ad featured people in everyday situations and that the man was merely nervous ahead of the start of a race, which could be a natural reaction regardless of whether or not he was placing a bet on the race.

Both Clearcast and Channel Four offered their views on the advert. Clearcast believed the man was focused on watching the race on television and was not detached from his surroundings. They thought that he showed excitement as the race was about to start but did not think he was shown as being harmfully obsessed by his bet. Channel Four said they did not believe the ad was socially irresponsible or could cause financial, social, or emotional harm. In addition, they thought the ad presented betting as a leisure activity which involved an element of excitement.

The ruling

The ASA agreed that the ad implied that the man was watching a race on the television and that, on this basis, viewers were likely to believe that the man was watching the television as the race was about to begin. The ASA considered that the fact the man was nervous meant viewers were likely to associate this with having placed a bet on the race. The ASA also considered the man to be disconnected from his surroundings as he watched the television.

The ASA held that rules 16.1 and 16.3.1 of the CAP Code were breached, and that the ad did give the impression of gambling behaviour that was socially irresponsible.

Rule 16.1 states “Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited” and rule 16.3.1 states that Marketing communications must not “portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm”.

They advised Ladbrokes to ensure that future ads did not show people detached from their surroundings and as having a preoccupation with gambling, as this portrays socially irresponsible gambling behaviour.

To read the full ruling, please click here.

Co-authored by Hannah Torpey