Betting advertisements from Ladbrokes have been removed once more by the UK Advertising Standards Authority due to their appeal to individuals under the age of eighteen.
Ladbrokes, a subsidiary of Entain, has been censured again by the UK Advertising Standards Authority (ASA) for disseminating promotions that attract underage audiences.
The promotions, which were disseminated via two promotional messages on Twitter, showcased several managers from the Premier League. The ASA asserted that the advertisements were likely to appeal to individuals under the age of eighteen due to the popularity of the Premier League.
This marks the second instance this month where Ladbrokes has been compelled to withdraw promotional messages on Twitter by the ASA for their appeal to individuals under the age of eighteen.
The initial message posted by Ladbrokes featured two images of Newcastle United’s manager, Eddie Howe. The subsequent message showcased four managers who were active in the league at the time: David Moyes, Frank Lampard, Brendan Rodgers, and Gary O’Neil.
Ladbrokes defended the messages, asserting that the initial message was intended as editorial content to commemorate Eddie Howe’s achievements as manager. To substantiate this claim, the company emphasized that the post did not contain any call to action, promotional offers, or links to the gambling operator’s website.
The company also stated that it had implemented age restrictions on its feed to prevent individuals under the age of eighteen from accessing it. Furthermore, the company indicated that it had implemented an additional layer of security by targeting the advertisements to individuals over the age of twenty-five.
Ladbrokes contended that using Hoy’s picture was improbable to attract under-18s because he has a low presence online and his career has been mostly in minor leagues.
However, the operator acknowledged the mistake in the second post. Ladbrokes stated it “unintentionally” included the manager’s image, which went against their policies and standard practices. As a result, the company stated it had taken measures to ensure future advertising complies with advertising regulations.
The Advertising Standards Authority (ASA) ruled against Ladbrokes.
Despite Ladbrokes’ defense, the ASA decided to uphold the complaint against Ladbrokes. While the self-regulatory organization stated it had considered the arguments presented by the business, it ultimately stated these did not overturn its assessment that the ads were likely to appeal to under-18s.
The ASA recognized that the ads could have appeared on media where under-18s were completely excluded. However, the age limit and targeting used by Ladbrokes did not meet this criterion.
“For these reasons, we have concluded that the advertisements were irresponsible and in violation of the code,” the ASA stated.
Jumpman ads also prohibited by the ASA
Online bingo operator Jumpman Gaming also saw its advertisements removed by the standards body. The operator was found to have violated the code by publishing calls to action on web browsers.
When individuals navigate to other online destinations, a camera symbol and the phrase “Hey! Return” emerge on the browser tab.
Jumpman asserts that the notification is intended to remind patrons that the website remains active. However, the ASA contests this assertion and concludes that the notification could be perceived as promoting reckless gambling habits.
Consequently, the ASA declares that the advertisement could endorse conduct that “might result in financial, societal, or emotional damage, exploits the weaknesses of susceptible populations, and is hence irresponsible and in violation of the guidelines.”
Sign up for the iGaming newsletter.