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Betting firm breached new ad rule | Betting firm breached new ad rule |
(about 4 hours later) | |
A press advertisement that linked online betting with increased sexual prowess has become one of the first to breach new tighter gambling codes. | A press advertisement that linked online betting with increased sexual prowess has become one of the first to breach new tighter gambling codes. |
The UK Advertising Standards Authority said Paddy Power was "irresponsible" to suggest gambling won admiration. | The UK Advertising Standards Authority said Paddy Power was "irresponsible" to suggest gambling won admiration. |
The advert for financial spread betting featured a man drinking champagne in a limousine, flanked by two women. | The advert for financial spread betting featured a man drinking champagne in a limousine, flanked by two women. |
Paddy Power said the promotion targeted a "very specific" audience who would understand its "whimsical" nature. | Paddy Power said the promotion targeted a "very specific" audience who would understand its "whimsical" nature. |
The ASA also upheld a second complaint about a series of television adverts for InterCasino, a Malta-based internet casino, which featured slapstick humour. It agreed they were likely to appeal to children. | The ASA also upheld a second complaint about a series of television adverts for InterCasino, a Malta-based internet casino, which featured slapstick humour. It agreed they were likely to appeal to children. |
We concluded the ad suggested this man's 'shortcoming' had been overcome by the wealth he had acquired through gambling Advertising Standards Authority | We concluded the ad suggested this man's 'shortcoming' had been overcome by the wealth he had acquired through gambling Advertising Standards Authority |
The rulings are the first after a new code was introduced on 1 September last year to coincide with the new Gambling Act. | The rulings are the first after a new code was introduced on 1 September last year to coincide with the new Gambling Act. |
Advertising rules were tightened as gambling websites, bookmakers and casinos were permitted to publicise themselves on TV for the first time. | Advertising rules were tightened as gambling websites, bookmakers and casinos were permitted to publicise themselves on TV for the first time. |
Advert withdrawn | Advert withdrawn |
The Paddy Power advert featured a short man and the text: "Who says you can't make money being short?" | |
Upholding a complaint, the ASA said the advert had suggested the man's self esteem had been transformed by his financial success, which appeared to have come from gambling. | Upholding a complaint, the ASA said the advert had suggested the man's self esteem had been transformed by his financial success, which appeared to have come from gambling. |
"We concluded the ad suggested this man's 'shortcoming' had been overcome by the wealth he had acquired through gambling and therefore that the ad implied gambling was a way to improve self-esteem or gain recognition or admiration. | "We concluded the ad suggested this man's 'shortcoming' had been overcome by the wealth he had acquired through gambling and therefore that the ad implied gambling was a way to improve self-esteem or gain recognition or admiration. |
"We concluded the ad was irresponsible." | "We concluded the ad was irresponsible." |
In its defence, Paddy Power said the advert was specifically aimed at those who would have understood the term "being short" referred to financial spread betting. | In its defence, Paddy Power said the advert was specifically aimed at those who would have understood the term "being short" referred to financial spread betting. |
The scene also attempted to re-enact a scene from Oliver Stone's film Wall Street, the company said. | The scene also attempted to re-enact a scene from Oliver Stone's film Wall Street, the company said. |
It has now withdrawn the advert from all UK media outlets. | It has now withdrawn the advert from all UK media outlets. |
The InterCasino adverts were considered after the ASA against monitored television commercials in September and October 2007 to check compliance with its new rules. | The InterCasino adverts were considered after the ASA against monitored television commercials in September and October 2007 to check compliance with its new rules. |
The ASA said the adverts would appeal to children and young people because they featured small characters wearing costumes and participating in gameshow-style activities similar to Japanese programme Takeshi's Castle. | The ASA said the adverts would appeal to children and young people because they featured small characters wearing costumes and participating in gameshow-style activities similar to Japanese programme Takeshi's Castle. |
They breached advertising rules because they depicted juvenile behaviour, it said. | They breached advertising rules because they depicted juvenile behaviour, it said. |
InterCasino maintained the humour was not intended to be juvenile and said the advertisements were designed to fit its "fun and relatively light-hearted" brand. | InterCasino maintained the humour was not intended to be juvenile and said the advertisements were designed to fit its "fun and relatively light-hearted" brand. |
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