Ladbrokes' first televised ad campaign in the United Kingdom is already under investigation by the Advertising Standards Authority (ASA).
According to the British media, the ASA has received four complaints about the ads, created by firm M&C Saatchi and which feature ex-professional footballers, alleging the use of such celebrities might encourage under-eighteens to gamble.
The ASA is tasked with determining whether the £5 million "Everyone's got an opinion, what's yours worth?" campaign contravenes rules, developed by the Broadcast Committee on Advertising Practice, which govern televised spots.
"Given that it’s the first time gambling companies have been able to advertise, we're not entirely surprised there have been complaints," Ladbrokes PR Director Ciaran O'Brien told Marketing Week. "But we don’t think we have transgressed and we will vigorously defend our case."