ASA Bans Ladbrokes Ads After One Complaint

7 January 2009

The United Kingdom’s Advertising Standards Authority has banned two of Ladbrokes TV ads promoting the betting and gaming company’s online casino.

Although the group noted that the ads were “humorous” and saw that the ads “intended to be cautionary tales,” it said in a statement on its Web site that “(the ads) breached the (BCAP Television Advertising Standards Code) by portraying gambling in a context of toughness and linking it to recklessness.”

According to the authority, the ruling comes after it received one public complaint. A statement released on Wednesday by Ladbrokes confirmed that it is seeking a review of the authority’s ruling and believes the authority has applied the standards code incorrectly.

“Ladbrokes fully supports the code of practice relating to gambling advertising but this ruling is an example of political correctness going too far,” said John O'Reilly, managing director of Ladbrokes Remote Betting and Gaming, in a prepared statement. “We believe the ads are compliant as they are humorous and show people in fantastical situations to which no one would aspire. Consumers know that you cannot jump from a plane using a 30g pack of crisps as a parachute!”