In a recent decision, the Advertising Standards Authority (ASA) has ruled in favor of Coral regarding a complaint about one of its advertisements displayed during the Cheltenham Festival. The ASA’s decision highlights important aspects of regulatory compliance for gambling ads, especially in proximity to schools.
Overview of the ASA Ruling
The ASA has decided not to uphold a complaint against Coral’s mobile digital billboard advertisement featured during the Cheltenham Festival. The complaint centered around whether the advertisement, which depicted a man in racing attire looking through binoculars, was responsibly placed near schools. The ASA’s decision is crucial in understanding how gambling ads are regulated, particularly in sensitive areas.
Details of the Complaint
The advertisement in question was displayed on a mobile digital billboard, also known as a digivan, and was strategically positioned to target racegoers during the Cheltenham Festival. The complaint raised concerns that the ad was placed too close to two local schools, potentially exposing children to gambling-related content.
The complainant argued that the proximity of the ad to these schools might contravene regulations designed to prevent gambling ads from reaching underage audiences. Coral’s advertisement featured the text: “The head to toe tweeders […]We’re here for it […] Coral,” and was aimed at festival-goers, not children.
Coral’s Response and Compliance Measures
In response to the complaint, Coral provided a detailed explanation of their ad placement strategy. The company deploys eight digivans each day during the Cheltenham Festival, with specific instructions to position them in areas where they would not directly target children. Coral’s measures included:
Ensuring that digivans were positioned at least 200 meters away from any school. Providing a map showing the distance of the digivans from local schools. Activating the advertisements only between 9 am and 5 pm, coinciding with school hours.
Coral also re-briefed its media partners and agencies to reinforce compliance with these guidelines. Mobile Media Group, the company managing the digivans, confirmed that the ads were positioned according to the agreed parameters and reported no direct complaints about the campaign.
Regulatory Context
The ASA’s decision aligns with the CAP Code, which states that no medium should be used to advertise gambling if more than 25% of its audience is under the age of 18. The ASA’s investigation confirmed that Coral’s ad placements and timings adhered to these rules. The digivans were positioned away from schools, and the ads were not activated until after children had entered school.
Case Comparisons
This ruling contrasts with a recent ASA decision from two weeks prior, which upheld a complaint against Geoff Banks concerning a free bet promotion for the Scottish Grand National. The Geoff Banks case highlights a different aspect of gambling advertising regulation, focusing on promotional offers rather than ad placement.
Implications for Future Campaigns
The ASA’s ruling on Coral’s advertisement underscores the importance of adhering to regulatory guidelines when placing gambling ads. Advertisers must ensure that their campaigns do not target or unduly expose children to gambling-related content. This decision may influence how similar campaigns are planned and executed in the future, particularly in proximity to schools and other sensitive locations.
The ASA’s decision to dismiss the complaint against Coral’s Cheltenham Festival ad demonstrates a balanced approach to regulating gambling advertisements. By enforcing guidelines that prevent gambling ads from reaching underage audiences, the ASA ensures that advertising practices remain responsible and compliant. For advertisers, this ruling serves as a reminder of the importance of meticulous planning and adherence to regulatory standards.