ASA Bans Sky Vegas Commercial
Published on by Andrew Mills
The Advertising Standards Agency (ASA) posted a ruling on June 29th, 2016, against Bonne Terre Ltd t/a Sky Vegas.The advert came under scrutiny from the ASA as the result of a single complaint, which was upheld, and the advert was banned from being shown in the current format.
What went wrong?
The advert in question breached BCAP Code 17.3.6, which states that advertisements must not suggest that gambling can enhance personal qualities; for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration.The advert was one of a series that featured a face in sunglasses and described what the main character of the advert was doing before playing at Sky Vegas. This particular advert focused on Michael, whom it described as a “roulette rock star”.
ASA ruling
The ASA noted that during the beginning of the advert, Michael has a neutral expression while the voiceover explained that he had been taking care of a household chore (putting the recycling out).The voiceover goes on to explain that Michael had completed the chore and was now playing at Sky Vegas, accompanied by an image of Michael’s face with a smile on it.The implication that Michaels mood had changed due to playing at Sky Vegas was ruled to glorify gambling and therefore be in breach of BCAP code 17.3.6.
Response from Sky Vegas
Sky Vegas responded to the claim by saying that their brief to the marketing agency was to ensure that the advert focused on the fact that customers at Sky Vegas had fun.Aware during the pre-clearance process that the term “roulette rock star” may breach BCAP code 17.3.6, it was requested that guitar music and sunglasses be emphasised with the intention of enhancing the term “rock star” in its original meaning.