Ladbrokes under fire for Aussie ads

Aussie marketing publications are currently reporting an apparent snafu that saw Ladbrokes betting adverts appearing on a children’s homework website.

The reports claim that two right hand ads appeared on the Coolmath-Games.com site, which helps schoolchildren learn about numbers, logic and strategy.

Exactly who was at fault for placing the adverts has yet to be determined; the reports note that the advertiser’s media agency is Ikon Brisbane, and when approached Ladbrokes CMO, James Burnett, expressed serious concern at the screw-up, saying:

“Ladbrokes takes very seriously our responsibility to ensure our advertising not only complies with all relevant regulations, but that it also is placed in digital environments which are age and subject-appropriate.

“We do this not as a matter of best placement for return on investment but we do this because it is the right thing to do.

“As to how one of our ads was placed on a site which is clearly age and subject-inappropriate we are still getting to the bottom of it. However we are glad this has been bought to our attention and we will be reviewing the rules in place within our buying platform.”

The CEO at the Australian Advertising Standards Bureau (ASB), Fiona Jolly, said the bureau does not have any codes that deal specifically with gambling advertising.

“Issues around the promotion of gambling are usually looked at under Section 2.6 of the AANA Code of Ethics, which states: Advertising and Marketing Communications shall not depict material contrary to Prevailing Community Standards on health and safety,” she said.

“In terms of the Ladbrokes advertisement, if a complaint was received, it would be up to the Advertising Standards Board to make a decision on whether this is contrary to prevailing community standards,” she said.

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