Ladbrokes in breach of ASA code on gambling adverts

A Ladbrokes TV advert has been found to breach the Advertising Standard Authority’s codes on social responsibility. The advert was aired in October 2020 on All4 and received complaints it was socially irresponsible to show a man ‘pre-occupied’ with a horse race, while forgetting he had food to eat in front of him.

Ladbrokes TV Commercial

The advert featured a man sat in a café with his mobile phone, about to watch a horse race. There is food to the side of him and his leg is nervously tapping. The voice on the advert says ‘Come starter’s orders, I’m a bag of nerves’. The issue was that it appeared to depict someone who was nervous about a race after possibly betting on it, and he was more concerned with the race than his food.

Despite complaints, Ladbrokes disagreed, stating the advert was showing someone in an everyday situation and didn’t even show him placing a bet or gambling in any way. The reference to being ‘a bag of nerves’ was simply in relation to nerves that many people have before the start of a sporting event.

ASA ruling

The ASA disagreed with Ladbrokes stance and felt the advert did breach rules. They agreed that the advert did show someone pre-occupied and was therefore socially irresponsible. Their statement said:

“For those reasons, we concluded that the ad depicted gambling behaviour that was socially irresponsible and therefore breached the code. We told LC International Limited trading as Ladbrokes to ensure future ads did not depict gambling behaviour that was socially irresponsible such as detachment from surroundings and preoccupation with gambling.”

The ASA are taking a really strict stance on gambling adverts at the moment and there is even the possibility that no gambling operators will be able to advertise during sporting events. This would see the end of sponsorships on football shirts and banners round grounds, which many have said would have a devastating impact.