The Advertising Standards Authority (ASA) has recently ruled against Petfre (Gibraltar) Ltd, operating as Betfred, regarding an advertisement broadcast on The Roku Channel during the PrestonPlayz programme. The ruling raises concerns about the potential targeting of individuals under 18 years of age, prompting a broader discussion on responsible advertising in the gambling industry.
The Challenged Advertisement:
The specific advertisement in question promoted Live Betfred Casino, featuring a voice-over inviting viewers to explore a range of slot and table games. The complainant questioned the appropriateness of the ad’s placement during the PrestonPlayz programme, known for its content related to the game Minecraft and its appeal to children.
Regulatory Adherence by Betfred:
Betfred defended its position, emphasizing adherence to regulatory guidelines. The company’s media agency took measures to ensure compliance by using addressable TV and targeted audience data. Betfred also highlighted the age confirmation requirements on Roku, the streaming platform where the ad was aired.
Concerns Over Potential Underage Viewership:
Despite Betfred’s efforts, the ASA expressed concerns about self-declaration inaccuracies and the possibility of shared accounts within households, potentially including underage individuals. The ruling underscored the need for stringent measures to prevent unintended exposure of gambling-related content to individuals below the legal gambling age.
Recent ASA Decisions on Gambling Ads:
This ruling aligns with recent ASA decisions addressing concerns about gambling-related advertisements. Instances involving Mecca Bingo’s Instagram post and Betfred’s tweets featuring Anthony Joshua highlighted the importance of responsible advertising and the potential impact on vulnerable audiences.
ASA Directive and Future Considerations:
The ASA directed Betfred to ensure that future ad placements avoid contexts with a disproportionately large audience under 18. This directive emphasizes the regulatory expectation for gambling operators to exercise caution in advertising placement, especially in environments that might attract a younger demographic.
The ASA ruling against Betfred highlights the ongoing scrutiny on the gambling industry’s advertising practices, particularly concerning potential exposure to underage audiences. This decision serves as a reminder of the need for stringent measures and responsible advertising strategies to mitigate the risk of unintended viewership by individuals below the legal age for gambling. As the industry navigates these challenges, it is crucial for operators to prioritize ethical advertising practices and contribute to a safer and more transparent gambling environment.