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Guidelines were put in place in England regarding gambling companies advertising their business on television, now the fine print of those guidelines are being tested after several complaints have come in over a Ladbrokes ad, which Casino Gambling Web reported as being the first ever of its kind to be aired in England.
The ad features ex-footballers who are playing the roles of builders, who are on their break in a cafe, when one of the guys is told to ‘put his money where his mouth is’.
Opponents of the commercial say that the ad could influence young people to gamble and that it also encourages bravado. The Advertising Standards Authority (ASA) will look into the allegations, but analysts have been warned not to jump to conclusions about the ad because it is standard procedure for the ASA to investigate all complaints.
A spokesman for Ladbrokes had this to say, “Given that it’s the first time gambling companies have been able to advertise, we’re not entirely surprised there have been complaints. But we don’t think we have transgressed and we will vigorously defend our case.”
This is the second time the Ladbrokes ad has come under fire. ITV was pressured to pull the ad after it aired in the middle of the day during the Rugby World Cup, but it was determined that the ad was legal even with the time it aired because the 9:00 PM rule is not in effect during live sporting events.
“As with any industry that is in its infancy, standards will be tested, complaints will be raised, and precedence will be set before it runs smoothly,” said Gordon Price, Casino Gambling Web’s gaming expert. “This Ladbrokes ad situation is just one that is seen as a bump in the road on the way to quality regulation.”