UK’s Advertising Standards Authority:
Ad
An e-mail ad for an online poker site showed a photograph of a young woman. Text stated “ONLINE EXPERIENCE IS MEASURED IN GAMES, NOT YEARS. JOIN THE NEW BREED. Annette Obrestad – “ANNETTE_15″.
Issue
1. The complainant objected that the ad was irresponsible, because it might encourage children and young people to gamble.
2. The ASA challenged whether the ad breached the gambling provisions of the Code, because we understood Annette Obrestad was 20 years of age.
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Assessment
1. Upheld
The ASA noted Betfair’s assurance that no under 18s would be sent the e-mail because of the age-restriction arrangement they had with Lucky Lotto. Whilst we accepted the ad had not been deliberately targeted at young people in its distribution, we also noted the Code stated that marketing communications should not be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture. We considered that Ms. Obrestad’s online handle in the ad, “Annette_15″, together with text stating “ONLINE EXPERIENCE IS MEASURED IN GAMES, NOT YEARS”, implied that Ms. Obrestad was even younger than she was (aged 20). Because of that, we concluded the ad was likely to have particular appeal to children and young people, and that, by representing a successful young poker player with the implication she was 15 years old, it could encourage young people to gamble and was therefore irresponsible.
On this point the ad breached CAP Code clauses 57.2 and 57.4l (Gambling).
2. Upheld
We noted the Code stated that no one under 25 years of age should be featured gambling in a marketing communication, or playing a significant role. Because Ms Obrestad was 20 years old and because, as a professional poker player, she played a significant role in gambling in the ad, we concluded the ad breached the provisions of the Code.
On this point the ad breached CAP Code clause 57.2 and 57.4n (Gambling).
Action
The ad must not appear again in its current form. We told Betfair to ensure that no one who was, or seemed to be, under 25 years old appeared gambling or playing a significant role in their ads going forward.
Thanks to our commenter for the tip.
Previously: BetFair has been ordered to drop starting price ad. — Misleading BetFair ads are now banned in the UK.
