Copyright: gioiak2 / 123RF Stock Photo

32Red and LeoVegas complaints waved away by ASA

Online casinos 32Red and, operated by LeoVegas Gaming, have seen one complaint each dismissed by the Advertising Standards Authority (ASA).

For the latter of the two it was challenged whether the ad “ portrayed gambling in a context of toughness,” with the TV broadcast for the site featured a man in a tuxedo playing blackjack, whilst a heartbeat sounded over the voiceover.

In its response the company stressed “that the ad was produced to address the concerns raised in a previous upheld ruling on the same issue,” with several things removed from the previous commercial.

Furthermore it was also highlighted no physical actions or attributes indicated mental or physical toughness, dinner suit attire is compulsory in some high-end casinos and certain voice-over references referenced that the player was experiencing an acceptable level of excitement or thrill, as well as a game that combined rational strategy and luck.

Considering the various aspects of evidence laid before it the ASA concluded that “the ad did not portray gambling in a context of toughness and did not breach the code,” with no further action deemed necessary.

32Red also came under question, and more specifically a television advert for Ant and Dec’s Saturday Night Takeaway online slot game, featuring a voice-over by both show hosts.

One complainant challenged whether the advert was irresponsible, questioning if it linked gambling with the ITV show of the same name and therefore had a particular appeal to under-18s.

Responding, 32Red first stressed that Saturday Night Takeaway has a wide audience profile and is not targeted to under-18s, and subsequently provided audience data as evidence.

Titled BARB data, it was highlighted that during 2017 and 2018 the programme averaged an index of 90, with no single episode soaring past 120, a score which indicates an appeal to the age group specified in the complaint.

The firm also brought to attention the ages of Ant and Dec, as well as range of shows presented, as further evidence that “they were not associated with, and did not reflect, youth culture,” a point backed up by Clearcast, a non-governmental organisation which pre-approves most British television advertising.

Considering the evidence the complaint was not upheld, and the ASA again deemed that no further action was necessary.

Check Also

Better Collective

Better Collective Spotlight: Thinking beyond the classic affiliate user journey

In this month’s Better Collective Spotlight we had a chat with Edward Fowler (pictured), Marketing …

MontBleu Casino Resort & Spa in South Lake Tahoe

GambleAware reports tracks progress of expanded National Gambling Treatment Service

GambleAware has today published its first statistics tracking the progress and development of the National …

Argentina opts for a higher online gambling tax rate

Passing its federal budget, Argentina’s government has moved to impose a higher rate of tax …