New television campaign gets the thumbs down from advertising regulator - Update


Ladbrokes and its agency, M&C Saatchi have responded with remarkable speed to the Advertising Standards Authority ban on two of its television ads after a single complaint from the public .

The duo placed a cheeky full page print advert in The Sun newspaper, which will also appear in The Racing Post, as a mock appeal to find the sole complainant against its expensive television adverts, showing a photoID kit head under the headline "Missing - a funny bone."

The advert explains the company's tongue-in-cheek desire to find the complainant to give him a hug and a bunch of flowers to say sorry and can be viewed here: http://offlinehbpl.hbpl.co.uk/NewsAttachments/MAC/ladbrokesmissinglarge.jpg

On a more serious note, Ladbrokes has lodged an appeal with the Independent Reviewer of ASA Adjudications to review the decision, believing that it was an incorrect application of the CAP (Broadcast) TV Advertising Standards Code and effectively constitutes a ruling against using humour in gambling advertisements.

John O'Reilly, the managing director of Ladbrokes Remote Betting and Gaming, said: "Ladbrokes fully supports the code of practice relating to gambling advertising but this ruling is an example of political correctness going too far. The idea that an advertisement using absurd humour is somehow going to make gambling dangerously appealing is nonsense.

"We don't believe that banning humour is what the code was designed to achieve."

The betting company ran two TV ads, described as "pastiches of documentary-style filming", telling the story of two adrenaline junkies who came to a fatal end after taking one risk too many.

One of the ads featured a fictional eyepatch-wearing great white shark operator character called Willem Snyman, described as a "mentor and oceanic guru", who talked about the demise of a shark-diving student. The character recounts how his student's appetite for risk and thrills saw him attaching bacon and sausages to his wetsuit and diving into shark infested waters wearing a seal suit, with predictably fatal results.

The other ad was narrated by the fictional J "Snake Eyes" Kowalski, a pilot and skydiving pioneer, who told viewers about the demise of a skydiving pupil who sought the adrenalin rush of using smaller and smaller parachutes until one day he jumped with just a potato crisp packet, again with fatal consquences.

Both ads ended with the line "If only he'd seen Ladbrokes Casino.com it would have quenched his thrill buds."

When the ASA banned the ads, Ladbrokes and its agency pointed out that the humour was "deliberately exaggerated and ridiculous" and that the cautionary nature of the stories "actively encouraged caution and moderation over extreme behaviour and recklessness".

In April last year online gambling companies Paddy Power and Intercasino became the first gambling companies to have campaigns banned by the advertising regulator.

General Sportsbook News

Login to post a comment:


 
 

Click Here to register a new account
 
 

What's going on right now!

3mins ago someone from Philippines Philippines played Magic Pot

Casino Community

Share this page on:
Follow LCB on:
Follow LCB

In the last 24h

  • New Members
    23
  • Members Online
    298
  • Guests
    1,963
  • New Posts
    180

Totals

Casino Of The Month

Casino of the Month

Casino Software

Highest Community Rated Online Casinos
138SunGame
  (24 Ratings)
NextCasino
  (83 Ratings)
Jackpot Party
  (32 Ratings)
Bet365 Games
  (97 Ratings)
CasinoLuck
  (142 Ratings)
Betsson Casino
  (130 Ratings)
Guts Casino
  (95 Ratings)
Intertops Casino Classic
  (50 Ratings)
Spin Palace Casino
  (69 Ratings)
Conan Casino
  (13 Ratings)
ComeOn Casino
  (140 Ratings)
Betsafe Casino
  (101 Ratings)
Unibet Casino
  (74 Ratings)
Thrills Casino
  (68 Ratings)
Mr Green Casino
  (196 Ratings)
32 Red Casino
  (159 Ratings)
Jackpot Capital
  (84 Ratings)
Vera John Casino
  (114 Ratings)
Casino Saga
  (52 Ratings)
BETAT Casino
  (107 Ratings)
3Dice Casino
  (138 Ratings)
Sin City Casino
  (50 Ratings)
Redbet Casino
  (69 Ratings)
Winner Casino
  (268 Ratings)
Virgin Games
  (37 Ratings)
River Nile Casino
  (60 Ratings)
Mummys Gold Casino
  (105 Ratings)
BetVictor Casino
  (108 Ratings)
Casino Royale24
  (114 Ratings)
Casumo
  (64 Ratings)