Paddy Power and InterCasino fall foul of Gambling Act rules says ASA
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By Sonoo Singh
The advertising regulator has upheld complaints against Paddy Power and InterCasino ad campaigns under the new Gambling Act rules. It marks the first time that gambling operators have fallen foul of the regulations, introduced last September.
The Advertising Standards Authority (ASA) has upheld a complaint against a national press ad for Paddy Power for linking gambling to seduction, sexual success and enhanced attractiveness. The campaign shows a short man in the back of a stretch limousine, holding a glass of champagne and a cigar, flanked by two glamorous-looking women.
The text says: “Who says you can’t make money being short? Financial Spread Betting lets you bet on falling (going short) as well as rising share prices (going long), allowing you to make the most out of volatile markets.”
The ASA has ruled that the ad was irresponsible.
Meanwhile, the InterCasino TV ad featured people of restricted growth, dressed in a variety of costumes, including as cards and dice. A voice-over in mock-Japanese-game-show style ran throughout the advertisement.
One execution showed the characters lying face down on grass with one dressed as the ace of spades on his chest; and the other a five of diamonds as part of a giant game of cards. The ASA ruled that the slapstick humour in the ads was likely to appeal to children and young persons.
It also ruled that the ads all featured some form of comedic Japanese voice-over similar to that in the game shows Takeshi’s Castle or Banzai, which used to be broadcast on Channel 4. These programmes have particular appeal to children and are linked to youth culture, noted the ASA.
