ASA approached several times in relation to Paddy Power adverts
Published on by Becky M.
The Advertising Standards Authority sometimes receives complaints about advertisements that relate to gambling, but complaints usually only relate to one particular advert. Unfortunately for Paddy Power, the ASA has been approached regarding two adverts, and has been compelled to investigate the complaints.
12 Complaints Made
There have been several sources voicing objections to the Paddy Power adverts, with a total of 12 complaints being made. The number of complaints relating to Paddy Power’s media efforts suggests that there was a serious breach of the standards required in advertising campaigns in the UK.
The Ad
The advertisements in question featured on the television and in newspapers in March 2016. The television campaign opens with a cheerful businessman answering the Paddy Power complaints line from within the confines of his plush office. He answers the phone with ‘Complain away’ in optimistic tones.The cameras cut to a lady dressed in an expensive skirt suit, who enquires about the latest Paddy Power offer being available to everyone, even ‘riff raff’. The man explains that yes, this is true, and it’s an ‘incredible offer’, before revealing a large poster that says ‘Money back as a free bet, 2nd, all races, Cheltenham’.The complaints man then uses a loudhailer to proclaim ‘That’s every single race, every single day’. The lady complains that the ‘great unwashed’ will have access to this deal, but is placated by the man reminding her of her elevated social status. She then says ‘thanks, Paddy Power’, to which she is told ‘You’re welcome’.The Paddy Power newspaper campaign featured the following declaration: ‘Money back as a free bet if your horse finishes 2nd every race – every day at Cheltenham’.There were 11 complaints relating to the television advert, and 2 regarding the ad that was in the papers. All of the complaints were made on the grounds that Paddy Power made misleading claims, and implied that this offer was accessible to everyone, when in fact, this was not the case.