Ladbrokes ad campaign scrutinised by ASA

Following 98 complaints from the general public, the Advertising Standards Authority (ASA) delivered its decision on Ladbrokes Betting & Gaming’s “Ladbrokes Life” Media campaign (see previous reports).

In appraising three issues covering four TV ads, six poster ads, four video-on-demand ads and a video on the Ladbrokes Youtube channel, the ASA upheld one issue in relation to two poster ads.

Most complaints involved the perceived portrayal of socially irresponsible gambling behaviour: that could lead to financial, social or emotional harm; that gambling is indispensable; suggested peer pressure to gamble; that gambling could enhance personal qualities; that gambling was cool and glamorous.

Ladbrokes believed that most consumers would see the ads, viewed as a whole, as depicting snapshots of the life of a regular group of friends, would recognise the dryly humorous tone and would not interpret them to encourage an irresponsible attitude towards gambling.

The ASA ruled that the strapline in two of the poster ads; “WHEN YOU WIN IT’S SKILL – WHEN YOU LOSE IT’S BAD LUCK” and “ONCE IS LUCK – TWICE IS TALENT”, condoned an irresponsible attitude towards gambling and therefore breached the CAP Code.

However, the other two complaints which questioned responsibility as the ads could be seen by under-18s; and the perceived linking of gambling to seduction, sexual success or enhanced attractiveness were not upheld.

In summary, the ASA ruled the two poster ads may not appear again in their current form and reminded Ladbrokes to ensure that their advertising did not condone an irresponsible attitude towards gambling.

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