The Advertising Standards Authority (ASA) recently ruled against a betting operator, Coral, regarding one of its advertisements. The ASA upheld complaints that the ad encouraged socially irresponsible gambling behavior, breaching advertising codes. The advertisement depicted a thrilling horse race scene, prompting viewers to engage with Coral. Coral defended the ad, stating it aimed to capture the excitement of horseracing without promoting problem gambling.
ASA’s Decision
The ASA upheld complaints against Coral’s advertisement for promoting potentially harmful gambling behavior. Although the ad did not explicitly depict betting, Coral’s branding was prominent throughout. Coral banners adorned the track, horses wore “CORAL” saddle cloths, and the ad concluded with a reference to Coral. The ASA deemed these elements suggestive of promoting gambling on horseracing with Coral.
Complaints Upheld
Two main complaints led to the ASA’s decision. Firstly, the ad was accused of encouraging socially irresponsible gambling behavior that could lead to financial, social, or emotional harm. Secondly, it was argued that the ad condoned such behavior, breaching advertising codes. The ASA agreed that the ad’s portrayal of the excitement of horseracing, coupled with Coral’s branding, could encourage viewers to engage in potentially harmful gambling activities.
Coral’s Defense
Coral defended its advertisement, claiming it aimed to capture the excitement and atmosphere of horseracing events. The company argued that the ad targeted adult horse racing enthusiasts and was designed to evoke a cinematic feel. Coral emphasized that the anticipation before races was a natural aspect of horseracing and did not necessarily promote problem gambling. The company believed that portraying the excitement of large sporting events was not suggestive of irresponsible gambling behavior.
Coral’s Response
While Coral’s intention to depict the thrill of horseracing events is understandable, the ASA’s decision highlights the fine line between capturing excitement and promoting irresponsible gambling. Coral’s reliance on dramatic visuals and a captivating soundtrack could indeed evoke emotions associated with horseracing, but the inclusion of prominent branding and references to Coral could be interpreted as encouraging viewers to bet with the company. Moreover, the ASA’s assessment suggests that the overall context of the ad, including its association with gambling imagery, influenced viewers’ interpretation.
Implications for Advertising Standards
The ASA’s ruling against Coral’s advertisement underscores the importance of responsible advertising in the gambling industry. Advertisers must be mindful of the potential impact their promotions may have on vulnerable individuals and ensure compliance with advertising codes. While it is acceptable to capture the excitement of sporting events, advertisements should not inadvertently promote irresponsible gambling behavior. Clear guidelines and scrutiny by regulatory bodies like the ASA are essential to maintain ethical advertising practices in the industry.
The ASA’s decision to uphold complaints against Coral’s advertisement reflects the need for vigilance in regulating gambling-related promotions. While Coral aimed to depict the excitement of horseracing events, the inclusion of prominent branding and references to the company raised concerns about promoting irresponsible gambling behavior. Advertisers must strike a balance between engaging audiences and adhering to advertising standards to ensure the protection of consumers, particularly those susceptible to problem gambling. Moving forward, a collaborative effort between advertisers and regulatory bodies is crucial to maintain ethical advertising practices in the gambling industry.