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Ladbrokes Overturns Ban On Casino Advert

Ladbrokes Overturns Ban On Casino Advert

Ladbrokes casino has overturned a ban of one of its email adverts that featured the Marvel superhero Iron Man after the standards watchdog banned it last August. The Advertising Standards Authority banned the advert because they claimed it would appeal to young people even though the email was only sent to those over the age of 18.

However, a new ruling this week overturned the ban because the ASA was satisfied that while the advert would appeal to children they would not see it.

In the ruling the ASA said, “we noted that the ad was sent by email only to registered customers and others who had been validated as being over 18 years of age. Unlike other media that was not directed at children or young persons but that they could nevertheless be exposed to, we considered that in this instance Ladbrokes had targeted the email to ensure it was extremely unlikely that anybody under 18 years of age would see the ad.”

The email featured a picture of Iron Man from the 2013 film Iron Man 3 and was offering a welcome bonus of 10 free spins and 90 extra spins on Iron Man 3 slots.

The ASA launched an investigation last year after receiving a single complaint. Ladbrokes responded by answering that the Iron Man picture was “adult-themed” and that the Marvel comics and characters were predominantly followed by adults.

The ASA said that the character was also targeted at children and gave the example of various related toys. However, the advert didn’t breach the relevant CAP code on gambling as it was unlikely to be seen by those under the age of 18.

OCA News Editor

Jenny McKinnley is OCA’s financial correspondent. After spending years on the trading floor in both NY and London, she offers insight from the inside out on world financial news and events.