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Ladbrokes Iron Man 3 Advertisement Banned over ‘Child Appeal’

Ladbrokes Iron Man 3 advertisement banned over ‘kid appeal’

24 August 2016

An advert for bookie Ladbrokes featuring Iron Man has been prohibited over fears it would attract children.

The e-mail, which featured an image from the movie Iron Man 3, breached guidelines which state betting ads need to not be most likely to interest children, the Advertising Standards Authority said.

Ladbrokes stated all its promotional code yohaig e-mails were sent out to signed up clients or those understood to be over 18.

Most Iron Man fans are adults, it said.

The bookmaker argued this promotion code was supported by information on participation at Comic Con fan events and Facebook demographics for the Marvel brand name.

It likewise argued its advert was “adult-themed” and showed popular culture.

However, the yohaig code Advertising Standards Authority (ASA) supported the grievance against the 4 May e-mail, saying that gambling advertisements must not be likely to be of particular interest kids, particularly by showing or being related to youth culture.

The ASA said it understood that the email was only sent to individuals aged 18 and over, but nevertheless, the limitations still used.

It stated that as all Facebook users need to state themselves to be a minimum of 13 years old, more youthful children were for that reason excluded from the sample utilized by Ladbrokes to support its position.

The ASA said: “We thought about those more youthful kids were most likely to be the main audience for Iron Man action figures and associated merchandise, which we comprehended were widely offered at toy merchants.

“We comprehended that Iron Man was a popular character that would interest many adults however considered its comic book nature, and the accessibility of different associated toys, meant it was likely to have particular appeal to children and youths.

“We therefore concluded that the ad breached the special code yohaig.”

A Ladbrokes spokesman said: “We know the ASA judgment and are now considering our choices, including the possibility of requesting an independent review which belongs to the ASA appeals process.”

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ASA – Advertising Standards Authority