Ladbrokes Ads Scrutinized for Targeting Young People

One of the world's leading bookmakers, Ladbrokes, has come under fire from the Advertising Standards Authority.  That entity claims Ladbrokes latest ad may be targeting young boys, playing up to “male bravado and peer pressure" much like smoking and drinking.  A handful of complaints were issued against the company by concerned citizens.

From 1 September consumers began to notice a change in the way gaming and betting services are advertised. This is because the Gambling Act 2005 has given some gambling sectors such as betting more scope to advertise than at present. For instance, casinos will be able to advertise on TV for the first time. In response to this the Advertising Standards Authority wants the public to be assured that new gambling advertising rules will come into effect at the same time in order to protect consumers.

Advertisers will have to adhere to a robust and rigorous set of advertising codes that are designed to ensure all gambling advertising is socially responsible. The ASA will administer the strict new advertising rules on behalf of consumers. The advertising codes were drawn up following public consultation by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). The emphasis of the codes is on protecting consumers; in particular the young and vulnerable members of society.

ASA spokesperson Olivia Campbell the small number of complaints were significant enough to be followed up with an investigation.

Campbell said, “We don’t need to reach a specific number of complaints. If we receive just one complaint and there is an obvious breach of the code we will investigate it. If a complaint is just emotive, and the advert is within the guidelines, we won’t.”

Some of the points that were raised in the complaints were that the ads were a “clear encouragement to gamble,” as well as “irresponsible, and particularly appealed to young men.”

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Payton O'Brien, Gambling911.com Senior Editor

Originally published October 26, 2007 10:50 am ET