Content on this site will contain reference to products or services from one or more of our advertisers or partners. We may receive compensation when you view ads or click on links to those products or services.
An October social media “brand engagement piece” from Ladbrokes has caused the ASA to issue a warning to the sports betting, bingo, and casino operator. The ad, which appeared on Twitter in October 2022, was deemed to be “irresponsible” as it was likely to have had “strong appeal” to under-18s.
More about the offending Ladbrokes ad
The Twitter ad appeared on the social media site as a promoted tweet in October 2022, and it featured the text, “Can these big summer signings make the question marks over their performances go away?”. Beneath the text, there was an embedded video showing three footballers from the UK Premier League (Chelsea’s Kalidou Koulibaly, Nottingham Forest’s Jesse Lingard, and Aston Villa’s Philippe Coutinho) along with the Ladbrokes logo.
The ASA’s decision and reasoning
The Advertising Standards Agency took Ladbrokes to task over the tweet as it was concerned that such well-known footballers would attract the attention of minors.
The CAP code states that gambling-related marketing communications must not “be of strong appeal to children or young persons”. It also states that ads must not include characters or people whose example is likely to be followed by under-18s.
As many youngsters enjoy watching and playing football, the use of Premier League footballers in marketing communications is deemed high-risk. Therefore, the ASA ruled that as the promoted Ladbrokes tweet did not exclude under-18s from the audience, it was “irresponsible and breached the Code” and must not be displayed again in its current form.
What does Ladbrokes have to say on the matter?
Ladbrokes’ response to the ASA investigation claimed that the “in-house” ad was intended as “a brand engagement piece” rather than an ad as it did not include any links to the Ladbrokes website, nor any special offers or calls to action.
The company added that its marketing team had referred to CAP Code guidance while creating the tweet and accompanying video and had used Twitter’s targeting and age verification tools in an attempt to prevent the ad from appearing in the news feed of under-18s. Ladbrokes also obtained ad tracking data from Twitter showing that 0% of the targeted audience was under the age of 20.
18+. New Bingo players only. Deposit required. Spend £5 or more on Bingo tickets to get a 25 Bingo bonus. 2x wagering requirements apply to bonus. Accept bonus within 14 days. Bonus valid for 30 days. Certain deposit types excluded. Player restrictions and T&Cs apply. Please gamble responsibly. Gambleaware.org #AD
Other Latest Industry News
by Jennifer McFadyen, December 4th, 2024
Get Ready for Vegas Night at Bally Casino
Get ready for Vegas Night at Bally Casino this December 6th 2024! Bally Casino will be putting the awesome into this jolly season by taking inspiration from the gambling capital of the world – Las Vegas. Players can get into the festive spirit by taking part in this huge event which plans to turn up the neon and excitement with a range of thrilling offers. Find out more about the range…
Christmas is just around the corner and one of the easiest ways online slot players can get into the festive spirit is by spinning the reels of Xmas themed slot games. The good news is that it looks like Santa has come early this year as there is already a multitude of fantastic new Xmas themed slot releases available to spin! This includes top titles such as Santa’s Xmas Rush,…
Safer Gambling Week 2024: An Important Conversation
For most people, gambling is a fun thing to do. A small deposit, a few wagers, or a cheeky flutter here and there can add a bit of thrill to your day. But for some, gambling can get out of control, creating financial and emotional challenges… or worse. That’s why Safer Gambling Week 2024 (SGW) which is running from Monday 18th of November to Sunday 24th of November is so…
Two Developments in UK Gambling Designed to Protect Players
The Department for Digital, Culture, Media and Sport (DCMS) has announced two measures to improve player protection designed to reduce the risks of gambling addiction while ensuring that more operators contribute to helping people affected. The changes involve new stake limits and a statutory levy. Let’s read more about it. 1. New Stake Limits While full details have yet to be outlined, based on the Gambling Review’s White Paper, the…
The WhichBingo Awards Return and Voting is Now Open
WhichBingo, one of the UK’s best known and most trusted online bingo review and affiliate sites, owned and operated by Gambling.com Group, confirms the return of the WhichBingo Award ceremony, with the date set for May the 14th, 2025. The Sunborn Yacht Hotel in Gibraltar will remain the venue for the Awards, following a fantastic reception in 2024. While the venue remains unchanged, the judging line up has been…
The Bingo Queen is a fun name earned from colleagues through Anita Heffernan's exceptional knowledge and commitment to the online bingo world. With over 20 years of experience as both a player and an expert in the industry, Anita has built a reputation as a trusted authority on all things bingo.
Reader comments