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!

4mins ago someone from United States played Dracula

Casino Community

Share this page on:
Follow LCB on:
Follow LCB

Casino Of The Month

Casino of the Month

In the last 24h

Totals

  • New Members
    24
  • Members Online
    356
  • Guests
    2,033
Highest Community Rated Online Casinos
Vera John Casino
  (129 Ratings)
Jackpot Capital
  (96 Ratings)
BetVictor Casino
  (126 Ratings)
Slotland
  (223 Ratings)
High Noon Casino
  (176 Ratings)
Win A Day Casino
  (232 Ratings)
Aladdins Gold Casino
  (140 Ratings)
CasinoEuro
  (91 Ratings)
Slotastic
  (85 Ratings)
Omni Casino
  (156 Ratings)
Platinum Play Casino
  (76 Ratings)
Party Casino
  (93 Ratings)
Red Flush Casino
  (107 Ratings)
GoWild Casino
  (227 Ratings)
Maple Casino
  (73 Ratings)
Casino Action
  (173 Ratings)
Vegas Casino Online
  (133 Ratings)
Club Gold Casino
  (201 Ratings)
GoldenCherry Casino
  (247 Ratings)
La Riviera Casino
  (43 Ratings)
Zodiac Casino
  (68 Ratings)
Win Palace
  (190 Ratings)
Slots Plus
  (111 Ratings)
Casino Titan
  (144 Ratings)
Pamper Casino
  (249 Ratings)
AC Casino
  (187 Ratings)
Cool Cat Casino
  (190 Ratings)
Club Player Casino
  (138 Ratings)
Wild Vegas Casino
  (127 Ratings)
Royal Ace
  (102 Ratings)


Follow LCB on Facebook Follow LCB on Twitter Follow LCB on Pinterest Follow LCB on Google plus